PR Research and Measurement at a Crossroads

Publication Date: 2003, Fall

Source: SO02 Public Relations Strategist
Product Code: 6K-0303LLLL
Organization/Author/Firm: Rockland, David B.
Specialization(s): Research - Evaluation / Measurement

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Summary

In August 2000, Americans sat glued to their television sets. The winner of the first "Survivor" series was about to be announced. As corporate trainer Richard Hatch was crowned king and presented with a million-dollar check, an innovation in research swung into action. Twenty minutes later during the "Town Hall" that followed the series' final show, a CBS poll announced that a representative sample of Americans believed the wrong person won; only 12 percent; wanted Richard Hatch to win.