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PREVIEW THE NEED FOR RESEARCH IN PUBLIC RELATIONS Integrating Case Study: Cedar Springs Community Hospital, Segment 1 PROVING THE WORTH OF PUBLIC RELATIONS Informal Research Techniques Formal, Scientific Research Techniques Collecting Formal Research Data MEASURING PUBLIC OPINION Mass Opinion Public Opinion Identifying Publics Environmental Monitoring SPECIAL PUBLIC RELATIONS RESEARCH TECHNIQUES The Public Relations Audit Organizational Image Surveys Communication Audits Usability Research Social Audits SUMMARY |