Methodology and research methods in public relations

Abstract

The most advanced form of public relations is represented by scientifically guided processes of solving organizational problems and change processes. This paper discusses some of the methods used to gather quantitative and qualitative information to define the problematic situation as accurately as possible. The primary purpose of research in public relations, like other business functions, is to reduce uncertainty in decision-making. This paper first examines the place of research in various models of public relations. It then explains the first phase in the PR management process-situation analysis-where research activities are particularly emphasized. The second part of the paper focuses on methods, both formal and informal, commonly used in PR practice.