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Two Types of Public Relations Problems and Integrating Formative and Evaluative Research: A Review of Research Programs within the Behavioral, Strategic Management Paradigm

Two Types of Public Relations Problems and Integrating Formative and Evaluative Research: A... Through a review of related research programs within the behavioral, strategic management paradigm in public relations, this article integrates the use of formative and evaluative research in two types of public relations problems. Aiming to propose a theory-driven guiding procedure for public relations practice, this article first defines 2 different kinds of public relations problems and proposes new ways of using existing theories (situational theory and relational theory) for both formative research (focusing on identification of publics) and evaluative research (i.e., assessment of public relations effectiveness using the most appropriate metrics). http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Two Types of Public Relations Problems and Integrating Formative and Evaluative Research: A Review of Research Programs within the Behavioral, Strategic Management Paradigm

Journal of Public Relations Research , Volume 25 (1): 29 – Jan 1, 2013

Two Types of Public Relations Problems and Integrating Formative and Evaluative Research: A Review of Research Programs within the Behavioral, Strategic Management Paradigm

Abstract

Through a review of related research programs within the behavioral, strategic management paradigm in public relations, this article integrates the use of formative and evaluative research in two types of public relations problems. Aiming to propose a theory-driven guiding procedure for public relations practice, this article first defines 2 different kinds of public relations problems and proposes new ways of using existing theories (situational theory and relational theory) for both...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/1062726X.2012.723276
Publisher site
See Article on Publisher Site

Abstract

Through a review of related research programs within the behavioral, strategic management paradigm in public relations, this article integrates the use of formative and evaluative research in two types of public relations problems. Aiming to propose a theory-driven guiding procedure for public relations practice, this article first defines 2 different kinds of public relations problems and proposes new ways of using existing theories (situational theory and relational theory) for both formative research (focusing on identification of publics) and evaluative research (i.e., assessment of public relations effectiveness using the most appropriate metrics).

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jan 1, 2013

References