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PUBLIC RELATIONS SOCIETY OF AMERICA MAY FEATURES MEETING: 'RESEARCH: FRIEND OR FOE?'

 SEATTLE, April 21 /PRNewswire/ -- "Research: Friend or Foe" will be the topic of the Public Relations Society of America May Features Program with Don McDonough, Principal of Evans/McDonough Co. Inc. (EMC), PRSA said today.
 "Public relations practitioners -- both in agencies and in corporate PR departments -- often face the prospect of budget reductions," McDonough said. "In spite of the pressures to trim research out of communications budgets, research has never been more important. Just in the past couple of years, improvements in the industry and new analytical tools have made research easier and more meaningful to use.
 "While it may be tempting to reduce your research budget, research should save money by making your communications efforts much more efficient," McDonough said. "Rather than considering research as competing for money in a tight budget, we ought to be asking ourselves how we can make the research pay for itself."
 In addition to discussing cost-effective research programs, McDonough will address:
 -- Communicating expectations -- how to present your information needs to your researcher to get the most for your research dollar;
 -- Making research understandable to clients and colleagues;
 -- Strategic applications of research for public affairs and public relations programs
 The PRSA May Features program will be held Tuesday, May 18, on the 8th Floor of 1001 Fourth Avenue Plaza, Seattle. Registration begins at 7:15 a.m., and the program begins at 8 a.m. Reservations: 206-624-2414.
 McDonough, who formed EMC in 1989 with partner Alex Evans, is one of the premier research analysts in the Northwest. McDonough's current clients include Blue Cross of Washington and Alaska, the Children's Defense Fund, the Seattle Post-Intelligencer, Multicare Medical Center and Representative Maria Cantwell. EMC provides market research and opinion research with offices in Seattle and Berkeley, Calif.
 -0- 4/21/93
 /CONTACT: Tom Quillin of Evans/McDonough, 206-282-2454, for PRSA/


CO: Public Relations Society of America; Evans/McDonough Co. Inc. ST: Washington IN: SU:

MM-LM -- SE017 -- 9009 04/21/93 17:21 EDT
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Date:Apr 21, 1993
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