hku ccmk4009 public relations measure public opinion

Assignment
Objective
This assignment serves to assist students to understand activities that make up the day-today life of public relations practitioners and the specific research technique to measure public opinion.
Background
Darlie Toothpaste was established by a joint venture between Colgate-Palmolive and Hawley & Hazel in 1985. The brand was called Darkie originally until 1989 when the brand name and the logo was changed. Recently, similar with some companies who have hastened to move away from branding based on racial stereotypes, Darlie started to review all aspects of the brand, including brand name.
Task
Before formulating marketing / PR plan, Darlie would like to conduct a research to measure the public opinion of the issue. As the PR Manager of Darlie, you will be the leader of the task force. Hence, you need to prepare a research proposal for top management endorsement.

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