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| Author: | Watson, T. |
| Title: | Public relations research priorities: a Delphi study |
| Journal: | Journal of communication management
2008 : VOL. 12:2, p. 104-123 |
| Index terms: | public relations research Delphi technique company ranking |
| Language: | eng |
| Abstract: | This paper identifies and ranks the most important topics in public relations research. In order to investigate expert opinion on research priorities for public relations, an international qualitative Delphi study amongst academics, practitioners and senior executives of professional and industry bodies was conducted. The outcomes of the study were: i) the topics about the role of public relations in the strategic operation of organisations, and the creation of value by public relations through social capital and relationships were ranked most highly, ii) the topic "the evaluation of public relations programs" ranked third, iii) the topic "management of relationships" was a completely new one and iv) the topic "impact of technology on public relations practice and theory" ranked lower than in earlier studies. |
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