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Journalism & Public Relations: JOUR 478

JOUR 478: Public Relations Case Studies

Researching a Case

Start with News Coverage

Read coverage from general news organizations and from trade publications. Here are three databases with news and trade publications.

Research underlying issue

  • For example, if your case involved the Angels' handling of the Tyler Skaggs overdose, you might want to look for research on professional athletes and drug abuse.
  • Check public opinion polls on the issue.
  • Look for case studies for similar cases.

Four good databases for this research are:

Get Company Information

Learn about the company being analyzed: executives, financials, competitors, news. Here are four databases to help:

More information on finding information on public companiesprivate companies and non-profits.

Choosing a Case

Your professor may have given you suggestions on choosing a case, perhaps from your textbook, you may have been assigned a case or you may be choosing your own case.

For a list of public relations crises, check the PR Daily list for 2019. Other lists to look at include one from Forbes magazine and one from Business Insider. Also, look for books with cases:

Current Cases vs. Historic Cases

Current or recent cases are not likely have scholarly or analytic research about them yet. You will probably need to find research for similar cases or about the underlying issue.

General Research Resources

Company Information

Resources by Discipline

Public Opinion Polls

Cultural Competency

This database can help you understand significant geopolitical, religious, cultural, ideological or socioeconomic differences among countries:


A simple way to find government statistics related to your case is to do the following search in Google:

Statistics [Topic]

If the state or federal government do not collect statistics, just take off the

APA Citation Examples