PBRL 4190: Public Relations Research

Course Description

Students learn the basic concepts of public relations research using the Internet for instruction and assignment. Students learn how to gather and apply data to public relations program design and evaluation. The course presents primary and secondary data collection methods used in PR research, as well as basic statistical concepts for data analysis. Students also learn to interpret, to report, and to apply findings to specific public relations cases and situations.

Prerequisites

Undergraduate students: Completion of PBRL 2100 Fundamentals of Strategic Communications and Public Relations
Graduate students: Completion of MEDC 5000 Media Communications and PBRL 5322 Public Relations

Incoming Competencies

Students are expected to perform work commensurate with their undergraduate or graduate level standing, including writing and basic research. Also, as for all Internet courses, students must be disciplined and self-motivated.

Learning Outcomes

Upon completion of this course, students will be able to:

Define and explain two broad categories of public relations research and the role and purpose of research methods and tools: quantitative analysis (surveys and polls) and qualitative analysis (focus groups and interviews).

Design and apply research protocols and results to specific public relations problems and opportunities.

Evaluate and critique the contribution and role of research in classic and contemporary public relations cases.

Design and implement a public relations research project and report results.

Required Textbooks and Course Materials

Please go to MBS Direct to find the appropriate textbooks and other materials for this course.

Please be aware when purchasing your textbooks that the International versions of the text may differ from the Domestic (North American) version required for your course.

Course Requirements

Reading
Participation in weekly discussions
Weekly case studies/assignments
Midterm exam
Term project

Policy Statements

This course is governed by the University's policies, as published in the University catalog. They can also be found online at http://www.webster.edu/gradcatalog/policies.shtml for graduate students or at http://www.webster.edu/ugcatalog/index.shtml for undergraduate students.

Any student caught cheating or committing plagiarism may fail the class and be subject to further disciplinary action.

This syllabus may be revised at the discretion of the instructor without the prior notification or consent of the student.

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