Chapter 2: Communications Research: Foundational Methods
The chapter discusses the importance of using research in the PR field to demonstrate accountability. Public relations research should be used strategically with the steps of research, planning and goal setting, implementation and monitoring, and finally evaluation and improving. The SWOT/TOWS analysis should be followed by identifying stakeholders. The stakeholder groups should be analyzed for needs. Qualitative and quantitative research is explained and then compared. The importance of research on implementation, evaluation and acting on findings is also shown. Case examples of Xerox, FedEx, and Swedish Steel are used. Finally, the issue of using research firms is explained.
Clarke Caywood Biography
Anders Gronstedt Biography