Professionalism -- Public Relations Departments and Firms -- pt. 2. Process: Research -- Program Planning

Highlighting audience-focused principles and techniques of audience research and recurring

-- Communications research : foundational methods / Anders Gronstedt and Clarke L. Caywood-- Communications research

-- Researching the Topic -- Casual Research -- Secondary Research -- Primary Research -- Media Directories

and research in postmodernity -- Activism as the postmodern agency of public relations.

-house -- Public relations consultancies -- Strategy, research, measurement and evaluation -- Putting effective PR

-- Public opinion -- Management -- Ethics -- The law -- Research -- Media relations/print & broadcast

research -- Primary sources for research -- Verifying -- Communication audits -- Research using social

-- Research and analysis -- Communication theory and setting aims and objectives -- Knowing the publics and

effectiveness ; Identifying and prioritizing stakeholders and publics ; Public relations research: the key to

; Market research.

classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical