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In addition to this it had also been duly noted that most public relations research is casual and informal, rather than scientific and precise as it is required (Macnamara, 2002).
This lack of effective and suitable evaluation has pressed practitioners to develop appropriate research techniques to increase both the amount and quality of the research undertaken in developing a PR program.
The analysis of factors such as budget and relevance in PR activities must occur and the most efficient and favoured way to analyse such factors is through research (Johnston and Zawawi, 2004). In addition to this, understanding of environments and competitors is essential to a PR program and as such research places PR as a ‘purposive, goal-directed, and problem-solving management function’ (Broom and Dozier, 1990 cited in Johnston and Zawawi, 2004)...
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