Types of Public Relations Research
Applied Research Strategic Research Evaluation Research Basic Research Introspective Research
Research in the Public Relations Process
Defining public relations process Planning public relations process Implementing public relations programs Evaluating the program
Defining Public Relations Problems
Environmental Monitoring Programs
Public Relations Audits Communication Audits Social Audits
Planning Public Relations Programs
Interpretation of the information Identification of specific problems Finding the opportunities that can be addressed
Implementing Public Relations Programs
Gatekeeping Research Output Analysis
Evaluating The Program
Implementation checking In-progress monitoring Outcome evaluation
Qualitative Methods in Public Relations
Critical Incidents
• It focuses on a particular event or phenomenon. • It uses informants’ detailed narrative descriptions of their experiences with the phenomenon. • It employs content analysis to analyse these descriptions. • It derives interpretive themes based on the results of the content analysis.
Discourse Analysis
The form and content of the language used The ways people use language to communicate ideas and beliefs Institutional and organisational factors that might shape the way the language is used