A methodological evaluation of public relations research

An examination of journal articles published from 1989 to 2007 reveals that although public relations scholars appear to have followed rigorous procedures, reporting on research protocols is inadequate in some quantitative and qualitative studies. Most areas of needed improvement concern sins of omission, not of commission.     

Lying in defence of privacy: anthropological and methodological observations

This article deals with three topics: lying, privacy and anthropological research. Their complex intertwinement is analysed using fieldwork notes and through engagement with relevant literature from various disciplines. Experiences of privacy, among researchers as well as among respondents, is underexposed in the literature on social research methodology. Furthermore, lying is sometimes the only effective way to protect one’s privacy. Starting from a research experience with lying respondents in Ghana, I discuss the various circumstances and reasons that lead to lying in defence of privacy, and in particular, concerns about respect in the context of research. Next, I return to the concept of privacy and explicate cultural variations in the experience of privacy. I then look at the consequences for research ethics. The paradoxical conclusion is that lying, a discredited tool of deception, is often applied in order to uphold a widely accepted basic human necessity of life – privacy. Qualitative social researchers should take these concerns about privacy and respect into account and engage in conversations that do not threaten the security of their interlocutors.     

Public relations telephone surveys: Avoiding methodological debacles

Public relations practitioners rely on staff-produced telephone surveys for a variety of research projects. This study reports on one such project that revealed a serious methodological flaw in interviewer bias. Most surveys, using standard detection procedures, would not find the defect. Yet the outcomes were so misleading that any campaign using the results would be doomed. This study sounds an alarm for practitioner telephone surveys and suggests special precautions if in-house staff serve as interviewers.     

Public relations anthropologies: French theory,anthropology of morality and ethnographic practices

The protagonists of this article are Lucien Matrat and the group of academics he led, known as the “European doctrine (or school) of public relations” (Boiry, 2004, p. 1). These public relations academics and professionals, who were mainly French, represented a body of knowledge which was characterised by an ethical and anthropological approach to public relations. It is this approach that led to Matrat's drafting of the Code of Athens and the creation of a theory of public relations based on human beings. The European doctrine also advocated the application of ethnographic methods to create corporate culture, such as the projet d’entreprise (corporate project). This paper analyzes, from a historical and theoretical viewpoint, this anthropological approach to public relations.     

Interface methods: renegotiating relations between digital social research,STS and sociology

This paper introduces a distinctive approach to methods development in digital social research called ‘interface methods’. We begin by discussing various methodological confluences between digital media, social studies of science and technology (STS) and sociology. Some authors have posited significant overlap between, on the one hand, sociological and STS concepts, and on the other hand, the ontologies of digital media. Others have emphasized the significant differences between prominent methods built into digital media and those of STS and sociology. This paper advocates a third approach, one that (a) highlights the dynamism and relative under‐determinacy of digital methods, and (b) affirms that multiple methodological traditions intersect in digital devices and research. We argue that these two circumstances enable a distinctive approach to methodology in digital social research – thinking methods as ‘interface methods’ – and the paper contextualizes this approach in two different ways. First, we show how the proliferation of online data tools or ‘digital analytics’ opens up distinctive opportunities for critical and creative engagement with methods development at the intersection of sociology, STS and digital research. Second, we discuss a digital research project in which we investigated a specific ‘interface method’, namely co‐occurrence analysis. In this digital pilot study we implemented this method in a critical and creative way to analyse and visualize ‘issue dynamics’ in the area of climate change on Twitter. We evaluate this project in the light of our principal objective, which was to test the possibilities for the modification of methods through experimental implementation and interfacing of various methodological traditions. To conclude, we discuss a major obstacle to the development of ‘interface methods’: digital media are marked by particular quantitative dynamics that seem adverse to some of the methodological commitments of sociology and STS. To address this, we argue in favour of a methodological approach in digital social research that affirms its maladjustment to the research methods that are prevalent in the medium.     

Interdisciplinary agendas in visual research: re-situating visual anthropology

In this article I review recent literature on visual research methods in the social sciences to explore two questions. First, I examine how recent interdisciplinary exchanges have portrayed the founding disciplines in visual research and representation through a focus on visual anthropology (and to a lesser degree visual sociology). Second, I critically survey the common aims and interests of academics promoting visual methods from/for their disciplines. As we delve into the “new” visual research literature, it becomes clear that contemporary visual researchers from different disciplines have common interests: reflexivity; collaboration; ethics; and the relationship between the content, social context and materiality of images. I shall argue for a more collaborative interdisciplinary approach to visual research whereby disciplines might learn from each other without seeking narrative foils to assert the supremacy of their own discipline at the expense of others.     

Qualitative research in family therapy: a substantive and methodological review

Over the last decade, marriage and family therapy (MFT) researchers have developed a growing interest in qualitative research. In this article, we review substantive and methodological trends in the published qualitative studies within the MFT field. The research is compared and contrasted in the following areas: General topic, epistemological theory, methodological theory, sampling and sample, data collection, data analysis procedure, and approach to reliability and validity. We also provide recommendations for future research.     

Media relations in Korea: Cheong between journalist and public relations practitioner

This study applied the concept of Cheong – the fundamental foundation for Korean relationships – to analyze the relationship between journalists and PR practitioners in Korea. Research drew on in-depth interviews with 10 pairs of journalists and practitioners. Most respondents said they felt Cheong through common encounters and that Cheong provided a positive force for their interaction.     

Promising research and methodological approaches for health behavior research with homeless persons

High-risk health behaviors have high prevalence among homeless persons prompting substantial research on health behavior and behavior change strategies within the population. Previously, much of this research focused solely on the target behavior without consideration of contextual factors that may contribute to the behavior or that may inhibit behavior change. We describe three overlapping trends in homeless health behavior research – longitudinal, qualitative, and participatory – which consider the link between the context of homelessness and health behavior. These approaches contribute to the understanding of the social determinants of health behavior and health and demonstrate opportunities for intervention beyond the individual level.     

Conducting research on violence in Asian American communities: methodological issues

Conducting culturally competent research is a challenge as the United States becomes increasingly multicultural. When conducting research on violence in Asian American communities, researchers need to consider how culture, race, and ethnicity influence definitions of concepts, and methodological issues such as research designs, sampling, developing and translating instruments, ethical issues, recruiting research participants, supervising and training interviewers, and disseminating findings. Examples from the authors' research studies on community violence in the Khmer community, domestic violence in the Chinese American community, and dating violence in Asian American groups are extrapolated to highlight various themes. A commitment to a research program that collaborates with the community under study and cultural experts is vital at every stage of the research process.     

Conducting research using web-based questionnaires: Practical,methodological, and ethical considerations

The use of the internet for social science research is becoming increasingly common. This paper outlines practical, methodological and ethical issues for researchers to consider when using web-based questionnaires. This is illustrated by consideration of the authors' own experience of conducting a study into the phenomenon of self-harm.     

Public relations and tourism: Critical reflections and a research agenda

This article is based on the belief that research focused on PR tourism is of fundamental importance to understanding the role of PR in contemporary culture. Our analysis shows that tourism has not received much attention from PR researchers and that a critical perspective uncovers a host of key issues in promotional culture: power, politics and diplomacy in international communication; risk, ethics and social responsibility; globalisation and multiculturalism; and ‘media panics’ and ‘media events’.     

Postmodernism for modernist public relations: the cash value and application of critical research in public relations

This essay argues that postmodern theorists, while adding philosophical criticism of public relations practice, also must have a “cash value” for modern public relations professionals to use their ideas. The essay argues for a fuller domain definition of public relations than used by postmodernists. It defines modernism and postmodernism, using Mumby’s four categories. It suggests examples and criteria for how postmodernist thought could be added to practitioners’ theoretical checklists.