ABSTRACT
This chapter explains the importance of social sciences, notably public psychology, to the public relations (PR) strategic planning process. It helps in understanding how to segment stakeholders and publics for research purposes. The chapter considers a variety of research methods to gain insight into the attitudes and behaviour of stakeholders and publics. Many psychological concepts have been applied to public relations in order to gain an understanding of the underlying reasons for human behaviour that can then be influenced. Theories looking at how behaviour is acquired or changed assume a predictable relationship between a stimulus and a response. Social learning theories suggest that people acquire mental rules relating to positive or negative outcomes which reinforce their behavioural responses. Socio-psychological theories investigate how people interact with others. Qualitative methods provide deeper understanding although the researcher then needs to take a more interpretive role to use findings to inform PR campaigns.
