Primer of Public Relations Research

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.

Don W. Stacks, PhD, is Professor and Director of the Program in Advertising and Public Relations at the University of Miami School of Communication. The author or coauthor of six books and more than 60 articles in referred journals, Dr. Stacks is an award-winning educator and researcher, a frequent conference presenter, and an active member of several professional organizations.