Stirling University is not alone in teaching research and evaluation skills to its postgraduate students. Specialised modules teach quantitative and qualitative skills. Other modules also refer to research and evaluation as an intrinsic part of the PR process.
However, media evaluation is not the be-all and end-all.
Too many campaign stories are given publicity even though they are flawed because they try to evaluate behavioural and attitudinal objectives through media content.
Mixed-method research is likely to give a more accurate picture of PR impact.
Dr Jacquie L'Etang, director (MSc in PR), University of Stirling.
