Research methods

• Uses rigorous research design
• Meets high standards of research methods
• Innovation in research design
• Reliability of research results
• Provides detailed supporting documentation
• Has clear and well defined research objectives
  

Contribution to the practice of public relations

• Contribution to the body of knowledge of the profession
• Provides a valuable case history
• Advances the profession of public relations
• Applicable to a broad range of public relations activities
• Publishable
• Encourages increased use of measurement and evaluation

Quality and substance of findings

• Aids in developing better communications programs
• Demonstrates impact on desired organization outcomes
• Cost effective
• Demonstrates effectiveness of public relations activities