Primer of Public Relations Research, First Edition: First Edition

This authoritative guide provides comprehensive coverage of the various research methods available to public relations practitioners. Written in a practical and direct style, the book takes readers step-by-step through the various elements of designing, conducting, and reporting PR-related research in both corporate and nonprofit settings. Informal and formal research methodologies are discussed in depth, including clear guidelines for using secondary sources, case studies, observational approaches, content analysis, sampling, survey research, and more. Demystifying statistical concepts and methods, the book provides detailed instructions for using SPSS, the widely available statistical software package. Numerous concrete examples, sample research tools and reports, and computer screen shots enhance the utility of the book, as do helpful review questions and practice problems at the end of each chapter.

Table of Contents:
Part I: An Introduction to Research in Public Relations. Research: An Introduction with Public Relations Implications. Management of Research in Public Relations. Ethical Concerns in Public Relations Research. Part II: Informal Research Methodology. Historical and Secondary Research Methods. Case Studies. Informal Methods of Observing People. Content Analysis. Part III: Formal Research Methodology. Measurement in Public Relations. Sampling Messages and People. Survey and Poll Methods. Experimental Method. Descriptive Statistical Reasoning and Computer Analysis. Inferential Statistical Reasoning and Computer Analysis. Part IV: Reporting Public Relations Research. Writing and Evaluating the Request for Research Proposal. Writing and Presenting the Final Research Report.

About the Author :
Don W. Stacks, PhD, School of Communication, University of Miami, Coral Gables, FL, USA

Review :
'Given the increased importance of research in virtually every aspect of public relations practice, a book like this is long overdue. The entire field clearly benefits from this practical introduction and overview. Including many valuable suggestions for everyday practice, the book deals both with how to conduct research and how to include research strategically in the setting of public relations objectives. The full range of research methodologies is addressed; statistics are treated in a readable manner; and software for analyzing research data is explained in depth ... Stacks does a wonderful job of explaining the complexities of research in terminology that practitioners and students will understand.' - Donald K. Wright, University of South Alabama; Director, Public Relations Executive Forum 'This book will undoubtedly make a major contribution to public relations research education. Its clarity and breadth of scope make it equally appropriate for undergraduates preparing to enter the job market, graduate students in masters or doctoral programs, and working professionals seeking greater research application ability. Unusually well written and easy to understand, the book serves the multiple knowledge needs that we confront in public relations education.' - Melvin L. Sharpe, College of Communication, Information and Media, Ball State University 'Many public relations practitioners avoid using research in their day-to-day work. There are several excuses: good research takes time and money; some practitioners want to avoid accountability for what they do and how they do it; and the way many of us learned research methods in college made the subject seem boring, difficult, and tedious. In this book, Don Stacks shoots down nearly every excuse for not using research, showing how it can be accessible, affordable, and even fun. In his usual engaging style, Stacks gives practitioners a better understanding of what research is and how it can help them.' - John W. Felton, President and CEO, Institute for Public Relations