This course focuses on the role of research and evaluation in public relations. You’ll learn the theoretical and practical uses of research in general, as well as specific research techniques and options that can be used with communication plans. The importance of evaluation in public relations theory is a key theme throughout the course material.
Discuss the role and importance of research and evaluation in the modern practice of public relations.
Use research knowledge and skills to systematically collect and objectively analyze data in your practice of public relations.
Identify the various components of public relations that are typically measured and evaluated.
Explain the importance of researching audiences/publics, messages, communication channels and relationships by considering these aspects in the development of a research plan.
Demonstrate your understanding of the importance of secondary research and its methods by completing a secondary research project.
Use knowledge of qualitative research to conduct secondary research.
Use knowledge of quantitative research concepts including research design, to evaluate critically research conducted by others.
Use critical analysis to evaluate survey instrument questions.
Be able to plan, implement and report on public relations and communication audits.
Apply your understanding of the concepts of data analysis techniques including univariate analysis, testing relationships between and among variables and testing for causation and change to a critique of public relations research.
Manage the public relations research process including planning, budgeting, reporting, purchasing research services and considering ethical implications in practice when planning research in practice.
Online learning is when course delivery, and all associated learning activities, take place via the internet. For online learning tips, system requirements and differences between delivery styles, please visit our online learning webpages.
Using mobile devices in online courses
If you are planning on accessing your online courses using a mobile device such as a tablet or a smartphone, please note that not all required course features will be accessible with these devices. To fully function in your online courses, you will need to have access to a computer running Windows or MacOS.
A course refund, minus a $75 administrative fee, will only be provided within six calendar days after the course start date. You will need to provide notification of withdrawal by phone: 250-721-6129 OR email: firstname.lastname@example.org. Students who withdraw after that date may be eligible to receive a W transcript status. Students who do not notify the course Instructor and Administrative staff of their decision not to complete the course will receive a failing grade (F).
Credit vs non-credit
Credit refers to degree credit. If you are taking a course or program for credit through UVic Continuing Studies, it means that course or program provides credit towards a degree at UVic or another authorized university. Credit students have to meet certain criteria, such as being accepted to both UVic Continuing Studies and the University of Victoria.
Continuing Studies statement on use of educational technology
This course will require the use of education technology such as internet-based applications, cloud services and social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the instructor to use other privacy protective options (such as using an alias or nickname).