Nothing Is As Practical As a Good Theory

What Communication Research Can Offer to the Practice of Political Communication

Bibliographic Data

ID12977667
AuthorsWolfgang Donsbach (Technische Universität Dresden, corresponding author), Anne-Marie Brade (Technische Universität Dresden)
Year2011
Volume16
Issue4
Pages508-522
Publication date2011-08-25
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueThe International Journal of Press/Politics (JOURNAL)
Journal identifiersISSN: 1940-1612 • E-ISSN: 1040-1620
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/1940161211416236
OpenAlexW2073119277
LanguageEN
Citations received4
References cited21

The demands brought on public relations (PR) by management can only be met by more evidence-based procedures. Of course, single and subjective experiences are also a form of “evidence” but they are of a different kind and of a different quality because they often are not measurable, not quantifiable, and not repeatable. Thus, they are nontheoretical in a sense as described above. This article takes a look at what communication research can offer to PR practice. Three main services are discussed: (1) modeling the field and its variables, (2) providing methods for the measurement of PR effectiveness, and (3) measuring PR effectiveness and its quality

Epistemology · Field (mathematics · Management science · Nothing · Political science · Public relations · Quality (philosophy · Computer Science · Engineering · Mathematics · Media Studies and Communication · Philosophy · Public Relations and Crisis Communication · Social Media and Politics

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