The role of research methods in corporate communication

Posits that, while research is acknowledged by practitioners, a way of integrating the value of research methods into the day‐to‐day practice of corporate communications has not been found. Tests this by using appropriate research methodologies. Looks at the role of research and then examines research methods and corporate communication strategy. Concludes that communication is becoming a knowledge‐based profession, and the lines between corporate communication/public affairs disciplines are converging, therefore media relations, issues management, advertising and the rest of the disciplines will be more closely integrated.