Part I: Based on textbook Chapter 8 on PR research, please answer the following questions in a thorough and complete manner. Take your time and probe each question with your answers. 1. Why is research important in public relations work? 2. What are the differences between primary and secondary research? 3. What kinds of tools are used to measure public relations outcomes? 4. Why is evaluation important in public relations research? Part II: Based on textbook Chapter 9 on traditional media, please answer the following questions in a thorough and complete manner. Take your time and probe each question with your answers. 1. What are the differences among paid, owned, and earned media? After defining each type and distinguishing it from the rest, add an example. 2. What is the importance of objectivity to a reporter and why? Give an example. 3. What is the difference between advertising and publicity? Also what is the value of publicity in PR? Give examples of each. 4. What are some of the keys in pitching publicity? Give examples. 5. What are several methods of Online publicity