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Research In PR

Reading Notes #6 – COMM 2322

In Chapter 5 of Public Relations Strategies and Tactics by Cameron and Wilcox, they describe the need of research in the Public Relations industry.


  • The process of research is very important because this is the point where a professional is able to gain information about the public opinion or the community’s perspective on things.
  • This is also the point where a firm can promote an new company or advertising, because they researched all the information first.


  • There are 2 most popular types of research and they are qualitative and quantitative.
  • Qualitative research requires understanding trends and opinions, but is not associated with statistics. (interviews and surveys are examples)
  • Quantitative research is more precise and calculates results. Gathering samples requires objective and careful selection, based on appropriate sample sizes and pools.


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