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.

PROCESS

• 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.

TYPES OF RESEARCH

• 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.