Using Qualitative Research to Become the “Thinking Heart” of Organizations

In his acceptance speech for the Alan Campbell-Johnson Medal, Toni Muzi Falconi (2005) eloquently articulated what he considered two new challenges for the profession of public relations: “accountability to our clients and employers, and social responsibility to our stakeholders” (n.p.).1 Rather than being the oxymoron they might seem, these challenges can be met at least in part through careful reflection and research.