Customer Reviews

Primer of Public Relations Research

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Primer Of Public Relations Research by Don W. Stacks (Professor and Director of the Program in Advertising and Public Relations, University of Miami School of Communication) is a comprehensive survey of research methods used by Public Relations professionals in all walks of business. Individual chapters cover both formal and informal research methodology, from simple case studies to experiments, statistical reasoning, and computer analysis. Erudite, heavily researched, first rate reading, Professor Stacks' Primer Of Public Relations Research is strongly recommended reading for students of seeking degrees or enhancing their expertise in the fields of Business Management, Corporate Public Relations, and Human Resource Management.

As someone with an interest in the applications of research towards public relations, I have been a fan of Dr. Stacks's many publications. I eagerly anticipated this work by the famed University of Miami professor. I have long seen how his studies have a practical bent. Combined with Michael Levine's Guerrilla PR: Wired, Dr. Stacks's work has had a strong impact in how I conduct my business.

That said, I must admit to one disappointment with this work. While I appreciated the fine preparation put into this volume and the many bases it must cover, the writing frequently suffers from its inability to be comprehended. While I did not expect Dr. Seuss, and I am well aware that Dr. Stacks is very erudite, I often found myself rereading passages several times and still not quite being sure of what was being said.

While this is a very informative work, I would advise people to always have a dictionary handy if they should choose to tackle what is an otherwise very satisfying text.

First let me confess that I am a print journalism professor in a communication department that is top-heavy with public relations and broadcast students. However in addition to being responsible for building a state-of-the-art print journalism program at my mid-sized university, I also have the enjoyment of teaching a communication theory course to upperclasspersons and a survey course in mass communications to freshmen, exploratory and non-communication students. (I even once actually went over to the "dark side" and taught PR writing one semester.) With that confession out on the table, I offer a second one; once I started reading Primer of Public Relations, I could not put it down, because it is timely, interdisciplinary, and filled with bottom-line strategies for producing "return on investment" research that will continue to strengthen communications as a discipline in higher education. Professors who teach theory or research methods may find Primer helpful as a supplementary text. Graduate PR students conducting research may also find it invaluable. For me, one of the most select ways to evaluate Don Stacks' timely book was to examine the traditional image of public relations in relation to journalism and media studies and also to re-visit the emerging place of research in public relations. Although the book deserves high marks for its writing style, at times it still falls into the conservative writing style that is too common in research literature. Inserting a few colorfully anecdotes or narratives may broaden its appeal and make it more student-friendly. In addition, as an African American professor, I found the book lacking frontline examples of diversity that would possibly lengthen its shelf life with scholars and practitioners interested in this as a research area. However, Stacks has demonstrated that much like advertising and journalism, public relations has become more research oriented in recent years.

this book is perfect to that research is very important tool for public relations practioners . It also show how to use and practice research in public relations programs