Public Relations Research Methods

Course Code: PBRL 2501

Academic Year: 2025-2026

This course focuses on the importance of formative, monitoring and evaluative research in public relations. Students learn to plan, implement and use research as part of public relations strategy development and program/ project planning, monitoring and measurement. Students gain competence in choosing and using a range of mainstream and new research methodologies, sampling strategies, data gathering and report writing and measurement practices to effectively manage major public relations functions, plans and programs.