2007 – Industry and professional studies show that public relations and corporate communication practitioners continue to not use research to plan and measure their activities in a majority of cases despite management demand. The reasons advanced for this are primarily lack of budget and lack of time to undertake research. This paper argues that there are other more fundamental underlying factors that need to be recognised including a ‘fork in the road’ in the development of modern public relations and corporate communication practice that is a critical issue to address.
The Fork in the Road of Media and Communication Theory and Practice
Jim Macnamara
2007
