Testing a model of resource assessment as a basis for developing strategic communication plans

Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This thesis proposes to build a theoretical framework, a Model of Resource Assessment, which can help Public Relations practitioners to perform better with a broader, yet accurate, directional guide for communication strategy development. The testing of the fundamental premises through the series of interviews, focus groups and web survey of the College of Agriculture, Food and Natural Resources, University of Missouri-Columbia (CAFNR) internal and external members is central to this analysis. Accordingly, I will discuss and elaborate on the possibilities and benefits of developing a Model of Resource Assessment that provides substantial information on which to base public relations programs and messages.