There is growing recognition of value of research in developing and evaluating of public relations programs, but much of this value is never realized in the marketplace. There are many possible explanations for this, but the primary one may be very basic: a lack of understanding among practitioners of best practices or fundamental research principles.

Michaelson's presentation at the 2009 International Public Relations Research Conference describes best practices for public relations research in two key areas: research methods, and quality/substance of findings. Each is a guideline to help researchers and public relations practitioners make smart choices.

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