The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd Edition

CHAPTER 3COMMUNICATIONS RESEARCH: Dynamic Digital Methods

Clarke L. Caywood, Ph.D.Professor and Past Chairman, Department of Integrated Marketing CommunicationsMedill School of Journalism, Media, Integrated CommunicationsNorthwestern University

In the second decade of the 21st century, there are more ways to measure messages than ever before and more work for analysts and public relations professionals. This chapter shows that we need continually advancing software innovations to carry out these tasks. The preceding chapter on research is crucial for an understanding of the importance of social science and rigorous research for decision making regarding an organization’s communications and organizational goals. Naturally, the research reported ...