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.
