Public Relations, 4th Edition

3Research and evaluation

Leanne Glenny and Raveena Singh

In this chapter

1. Introduction
2. Considerations in conducting research
3. What and when to research
4. Research methods
5. Formal and informal research
6. Qualitative and quantitative research
7. Research techniques
8. Ethical considerations
9. Australian research organisations
10. Conclusion

Introduction

Research and evaluation provide the foundation to professional public relations practice. Many issues arise when a practitioner is asked to prepare or evaluate a public relations program, and solutions to those issues are found through the research process, asking relevant questions and obtaining answers at all stages of the program. The information gathered during the initial phases of a communication program provides ...