“While designed primarily for the classroom, where it will be welcomed by students and faculty alike. Dr. Stacks' book promises to be the reference of choice for legions of practitioners who studied history, political science or anthropology in college. Why? Because the author has stripped away the gobbledygook of academic research—to the extent that's possible—and created a user-friendly overview of the subject….The Primer of Public Relations Research…should be a part of every practitioner's library.”

—Public Relations Quarterly (on the first edition)


“The book's excellent organization makes it easy to use as a reference. If you have a specific question, there is more than likely a section that addresses it in a concise manner. The research terminology is explained in depth.”

—The Measurement Standard (on the first edition)


“Stacks provides a comprehensive manual that details how to bridge the rigors of scientific research with the issues confronting contemporary practice. Valuable updates in the third edition include a foundational grounding in global research standards and an overview of Big Data that is clear, complete, and concise.”

—Patricia Curtin, PhD, Professor and Endowed Chair in Public Relations, University of Oregon


“An ideal textbook for PR students worldwide, and one that also belongs on the reference shelf of every 21st-century practitioner. The third edition describes and evaluates the most recent research methods and findings and provides current examples that students will relate to. The organization is logical and linear and the book is amazingly comprehensive, discussing everything from Big Data to research ethics.”

—Dean Kruckeberg, PhD, Department of Communication Studies, University of North Carolina at Charlotte


“Stacks has produced a classic in PR education. As the definitive text on PR research applications and methods, this third edition should be on the desk of every student who wants to learn the practice of PR and on the bookshelf of every professional. The text covers every aspect of PR research, from the theoretical to the practical.”

—David Michaelson, PhD, Head of Research and Analytics, Teneo Strategy


“I have used Primer of Public Relations Research as the textbook for my PR research course for over a decade. It is the go-to book for teaching undergraduate PR majors and graduate students about the value of research in PR practice; social scientific approaches to research design, data analysis, and sense-making; and rigorous ways to monitor and evaluate the effectiveness of campaigns and programs. The integration of theory and practice—as well as the applications in different PR areas—make this book extremely valuable to educators, practitioners, and students.”

—Yan Jin, PhD, Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia