Today's Public Relations: An Introduction is a comprehensive text that features all aspects of public relations with specific sensitivity to the message strategies that challenge practitioners to be successful, yet ethical. In this book, authors Robert L. Heath and W. Timothy Coombs redefine the teaching of public relations by discussing its connection to mass communication while linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion and publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success.
Chapter 4: The Value of Research
The Value of Research
- Vignette: Gaining Insights Through Research
- Using Research to Solve Rhetorical Problems
- MAPs: A Picture of the Territory
- Research and Ethics
- Research and Relationship Building
- Professional Reflection: Research in Public Relations
- Further Exploration
Vignette: Gaining Insights Through Research
Barberton Citizens Hospital (BCH) was founded in 1915 to serve the residents of Barberton, Ohio (population 27,000+), a blue-collar suburb of Akron. In 1996, BCH became part of a for-profit hospital chain. The current owner is Triad Hospitals, Inc., of Plano, Texas. A 2001 survey found that people in the area perceived BCH as “low-tech” and that patients were sent to other area hospitals for specialty services. This is ...