1. COM317.800 Taejin Jung, Ph.D. Week 5 : Case Studies

2. The Case Study Defined Descriptive approach - Describe a person, organization and event - Extension of secondary research Provide examples of what worked or did not work in a very specific instance. Case studies are in-depth studies of particular people, organization, events, or even processes. - Found in most applied disciplines (e.g., business, law, advertising, medicine, and PR) Advantages - Describe and provide examples - What is being studied has already occurred - Look back through “direct observation”, “participation”, “secondary research” - Study of campaigns, individuals, and organizations Disadvantages - Theory: Relationships between concepts and constructs - “Grounded Theory” a. Patterns, themes, and common categories b. Its inability to generalize in its findings

3. The Linear Case Study Hendrix’s ROPE Research → Objectives → Programming → Evaluation 1. Research background information - Client/organization - Opportunity/problem - Target audiences (publics) 2. Objectives - Informational - Attitudinal - Behavioral 3. Programming/planning/execution 4. Evaluation - Ongoing monitoring and final assessment

4. Process Case Study Center and Jackon’s Approach Fact-finding Analysis of Problem Strategic Plan of Approach To deal with Problem Program of Action, Including Communication Assessment Of Feedback And Next Step

5. Answering Research Questions Questions of Definition - At the stage of basic research - Defining key variables - Operationalize them Questions of Fact - Retrospective study - Actually amount to secondary research analysis Questions of Value - Informal/Qualitative - Can evaluate campaign objectives, strategies, and outcomes - Provide a richness of “understanding” Questions of Policy - Advantage of hindsight - Give valuable insight into the similar problems - Could be the first step in forming a PR strategies

6. Conducting the Case Studies The case study is basically a historical review of a PR campaign, an individual, or an organization The case study generally relies on, - Document that were used to plan and execute the campaign - Secondary research on data - Interviews with participants - Actual participation in the situation itself ■ Conducting The Case Study 1. Stating and Defining Problem 2. Research 3. Objectives 4. Communication Strategies 5. Evaluation

7. Grounded Theory in Crisis