University of Arizona 3 credits Communication
Understanding the role and practice of conducting and integrating research into public relations is a fundamental skill necessary for public relations practitioners, as it forms the basis for campaign development, monitoring, and evaluation. This course presents a broad overview of different research methodologies and techniques often used by public relations practitioners in their strategic planning, both the formative research that shapes a project or campaign, and the evaluative research that assess its outcomes and impact. The goal is to provide a conceptual and applied understanding of the important role that research plays in public relations and help students effectively use research methods in response to specific public relations issues.
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