Effective and strategic communication begins and ends with research. From analysis to evaluation, thoughtful research directs the plan and provides the measurement. But how to get it done? This research primer provides needed context and support for using research in school public relations and communication, and it provides step-by-step instructions on how choose the types of research you can conduct. And although some research options are more costly than others, you’ll get ideas about how to conduct inexpensive or free research from your office. From getting started to presenting results, this resource gives you the knowledge you need to conduct the research necessary to improve your program and achieve results.

Topics included are:
• Why School PR Research?
• Tapping the Value and Power in School PR Research
• Building Support for Your Research Needs
• Getting Started: How to Evaluate Your Options
• Qualitative Research Options
• Quantitative Research Methods
• Who Should Do What?
• Presenting Your Results
• Question and Content Samples
• And more!

The primer is also an excellent resource for those pursuing accreditation in public relations. It provides the background for using research in communication planning and includes a thorough discussion of the topic.