PR 262 - Public Relations Measurement and Evaluation


Semester Hours: 3
Fall, Spring, Summer
This course will provide an overview of applied research techniques, tools and methodology used to research audiences. The course will introduce students to concepts such as rating systems, audience tracking, measurement, and metrics. Students will learn to conduct focus groups and one-on-one interviews, create and implement surveys, and analyze social media feedback. Case studies will provide students with the knowledge of how to interpret and apply data and implement research-based recommendations on behalf of clients. Special emphasis will be placed on strategic analysis and evaluative techniques used in public relations and corporate communications campaigns.

Prerequisite(s)/Course Notes:
PR 261 . Students may not take this course on a Pass/Fail basis. Students not matriculating in the M.A. in Public Relations  program may take this course as a Pass/Fail elective.


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