Public relations practitioners leverage research at the formative stage of every campaign: during the campaign to measure effectiveness, and at the conclusion of a campaign, to show results. This requires strategic processes to guide organizations toward the best possible actions in creating and sustaining relationships with target publics. This course introduces students to research methods available to public relations professionals, which are dependent on writing measurable objectives to drive accurate evaluation during and following a campaign. Students will explore how to creatively, effectively, efficiently, and ethically adapt research methods to practical application based on available budget, time constraints, and other resources. They then justify these methods to potential clients.