Guia de pesquisa e medição para elaborar e avaliar uma função excelente de Relações Públicas

Abstract

For public relations departments and programs to be excellent they should be managed in the same way as scientific research is conducted. Formative research is needed to plan public relations, and evaluative research is necessary to establish its value. Different kinds of research are needed at program, functional, organizational and social levels of analysis. This article provides guidelines for conducting these different kinds of research in public relations.