Methodical failure: the use of case study method by public relations researchers

Case studies comprise up to a third of published articles in the public relations literature. There has, however, been little discussion in the literature of their methodological advantages or shortcomings as a research tool, or reflection on the quality of published case studies. This paper reviews the literature on case-study research, and surveys 5 years of case studies published in Public Relations Review to determine the quality of their methodology. The results indicate that few researchers understand or apply good case method. The paper concludes that case studies, if thoughtfully conceived and well executed are a research tool well suited to the study of public relations. It is suggested that poor methodology has undermined the role of case research in the development of theory. If properly applied case research could usefully balance the influence of quantitative research which tends to isolate research problems from the processes of public relations practice that are embedded in social or organizational contexts. (C) 2004 Elsevier Inc. All rights reserved.