Research methods

• Has clear and well-defined research objectives
• Meets highest standards of research method
• Uses rigorous research design
• Shows innovation in research design
• Establishes reliability of research results
• Provides detailed supporting documentation

Contribution to the practice of public relations

• Contributes to the body of knowledge of the profession
• Advances the profession of public relations
• Demonstrates effectiveness of public relations activities
• Has application to a broad range of public relations activities
• Provides a valuable case history which is publishable
• Encourages the increased use of measurement and evaluation

Quality and substance of findings

• Links public relations outputs to outcomes
• Demonstrates impact of the program on the target audience
• Demonstrates impact on business outcomes
• Aids in the development of better communications programs
• Proves to be cost effective