Case Study

Case Study Types

There are three major types of case studies common to public relations: linear, process-oriented, and grounded. The linear case study focuses primarily on the entity as the object of research from a historical perspective. Its function is, as Jerry Hendrix (1995) noted, a linear ROPE (Research, [Page 99]Objective, Program, Evaluation) model. The process case study examined the object of research as a unique event within a larger process. As suggested by Allen Center and Patrick Jackson (1995), this case study type included feedback loops whereby campaign strategy and tactics can be revised or changed due to evaluation carried out against planned benchmarks. Both types are linked to some type of communication theory. The grounded case study, on the other hand, is crafted around a business objective and relies less on communication. Its function is to demonstrate the business principles in play and typically is based on some business model, such as Management by Objectives (MBO).

Conducting a Case Study

The actual application of any of the three case study types follows a historical review of a public relations campaign, specific event, institution, or person. As such, a case study typically follows a timeline format that focuses on the events leading up to, and then follows through to a campaign or event, or it chronicles the individual or institutional life. If the case study takes a problem-solution approach then the case is formatted based on causes and effects, typically following a deductive logic. Regardless of format, the case study usually includes a statement of the problem; a research phase; the goals and objectives of the campaign, event, institution, or person; the communication strategy employed (if employed); and evaluation.

All public relations case studies focus on some element or problem. Defining and stating the problem or element is the first step in conducting the case study. This is typically phrased as a problem, opportunity, or situation and sets the stage for the research phase. Case studies have been conducted on economic, political, environmental, and personal problems. For instance, the handling of the Clinton-Lewinsky affair might provide insight into how to handle a political problem on a personal level. A case study of Dell Computer Corporation might examine how the CEO influences public relations strategies and impacts the bottom line.

...