Measuring Public Relations Effectiveness For The D Essay

This essay has a total of 653 words and 3 pages.

Measuring Public Relations Effectiveness For The Dole Food Company and the Society for Nutrition Education

I also chose to analyze an article by Dr. Walter Lindenmann, a case study called
"Measuring Public Relations Effectiveness For The Dole Food Company and the Society for
Nutrition Education." The main reason I chose to analyze this article was because it
focuses specifically on one measurement study and tells exactly how it was conducted.

Dr. Lindenmann‘s study was to determine the effectiveness of a program conducted by the
Dole Food Company. The Dole food Company's program involved creating a CD-ROM in
conjunction with the Society for Nutrition Education that would educate third grade
students and their teachers of the importance proper nutrition. The CD-ROM was to inform
them about how they needed to eat five servings of fruits and vegetables a day to maintain
a healthy nutrition. Dole chose to test their CD_ROM in 178 classes in 65 schools across 5
different states before they took the program nationwide. Dole used Dr. Lindenmann and the
office Ketchum Public Relations to conduct the study on the effectiveness of the CD_ROM in
their test program.

Dr. Lindenmann explained that they used a three-phased research design to conduct their
study. They started off by sending out questioners that were distributed to about 1000
students and 40 teachers. The questioners were used to measure the awareness and attitudes
of the classes before they were introduced to the CD-ROM. This was used to establish a
base line to compare the results of the study against in the report. They then conducted a
qualitative telephone poll with one forth of the teachers after the introduction of the
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