ABSTRACT
This chapter discusses the use of statistics in the context of public relations (PR) programs and tactics. The field of statistics contains the following activities: data collection; data analysis; data presentation; and data interpretation. It is important to distinguish between generalized research as done for a history paper or an essay on a general topic, and focused, data-driven research in professional work of PR. People in PR look at comparative data for audiences, businesses, media outlets, social media applications and any other organizations or groups of people that they want to inform or to influence. To be more more powerful and useful, the statistics need to be examined and put into some statistical processes to understand their value and rigor or validity. The chapter is intended to: overcome concern about using statistics and explore use of statistics in a PR case study.
