Primer of Public Relations Research, Second Edition - Hardcover

"Stacks has created the central repository of essential knowledge about why and how to conduct research that every public relations professional needs. Grounded in the fundamentals of communications theory, the book not only covers technical research skills, but also shows how to apply research to improve the day-to-day practice of public relations. This clear and practical book should become a standard reference on the desk of every public relations professional and should be required reading in every introductory course in the field." - David Michaelson, President, Echo Research, Inc., New York, USA

"Many consider Stacks to be the world's leading expert on public relations research methodologies. The second edition of this superb book should be required reading for students and practitioners who want to help our field move away from the archaic, outputs-focused, one-way communication that is publicity and press-agentry, and toward strategic, outcomes-focused, two-way communication." - Donald K. Wright, Boston University, USA

This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step-by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem. A test bank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the preface for details.