Research in Public Relations

Research has an important role in public relations (PR) being necessary in developing strategies in this area. Therefore, we can speak oftwo types of research, the applied research and theoretical research, both being successfully used in the work of public relations. Applied research,can be strategic (used in programs in order to identify attitudes and opinions of the target public, to develop strategies for formulating andtransmitting messages, to establish the criteria for evaluating the work) and evaluative by which it determines the communication efficiency, incarrying out the program of public relations (in fact it is the comparison between the established and achieved objectives)