COMMS 318

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Public Relations Research and Measurement

Communications College of Fine Arts and Communications

Course Description

Research methods and analysis critical to developing strategic public relations and measuring its effectiveness, emphasizing focus group and survey approaches with qualitative and quantitative statistical analysis.

When Taught

Fall and Winter

Min

3

Fixed/Max

3

Fixed

2

Fixed

1

Other Prerequisites

Major status; Stat 121 or higher is recommended as a prerequisite, but may be taken concurrently with Comms 318.

Note

Students are expected to attend the first day of class. Failure to do so may adversely affect your grade.

Title

Problem Solving

Learning Outcome

Become curious problem solvers who know how to ask good questions that cut to the core of public relations problems and focus on public relations outcomes.

Title

Data Collection

Learning Outcome

Collect data using the qualitative and quantitative research method(s) that will most appropriately and ethically answer public relations research questions.

Title

Data Analysis

Learning Outcome

Analyze data and generate meaningful, actionable insights grounded in the public relations paradigm that go beyond reporting surface-level findings.

Title

Data Visualization

Learning Outcome

Present research findings and insights in a way that visually and persuasively tells the data's story to a client audience.

Title

Collaboration

Learning Outcome

Become better disciples of Jesus Christ who can empathize with others, who see things differently, and who work collaboratively with others to develop recommendations.