Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries

By Larissa A. Grunig; James E. Grunig et al. | Go to book overview
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APPENDIX D
Qualitative Interview Protocol

Excellence in Public Relations
and Communication Management

Initial Contact:

[Note: The exact wording you use is not important. This is a semistructured rather than highly structured process. The same is true for the actual questions that follow. ]

Hi, I'm_________. A few years ago your organization participated in the Excellence project, which is the largest study ever conducted of public relations and communication in the world. Now we're conducting a series of personal interviews to discuss those research $ndings and to ask a fay follow-up questions with people like yourself in about 18 of the original 300 organizations. When would be the best time for us to talk?


Interview with the head of public relations (and others in the public rela-
tions department):

[Notes: (1) Mention—on tape—the tape recording of the interview. (2) Begin with conversational ice-breakers. (3) Continue with the following questions in any order, using any phrasing you determine is most likely to elicit the information we need. Look for opportunities to suggest a conversation with others in the public relations department or in the dominant coalition. The best strategy may be to take advantage of a “don't know”-type response. At that point, suggest talking with others in the department or the CEO (or both). ]

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