Research Methodology
For this research, a qualitative design will be employed. In particular, a methodological triangulation will be applied in that two different qualitative methods will be used for obtaining the answers to the research questions. These will be the observational method and the content analysis method. In addition, an ethical decision making model will be used to ensure that the data analysis is conducted in an ethical manner.
The observational method will be used for gathering information on the celebrities’ behaviors and activities and how these may contribute to their PR problem. The same method will also be used for gathering information on how their PR staff handle and fix theses problems. Such observations will be made from televised news reports, recorded press conferences, and televised interviews among others.
On the other hand, the content analysis method will be used to complement the observed data as the amount of observational data gathered may be limited. With the content analysis method, the researcher would gather news clips, reviews, blogs, police reports (if applicable), and other types of documents that may pertain to the celebrities, their PR staff, or the efforts that their staff employ to fix the celebrities’ PR problems. The documents that will be analyzed will serve to provide the researcher with more detailed information, a more in-depth investigation of PR incidents, and a more insightful analysis of a celebrity’s reputation, which may not be readily or easily apparent from the observed data.
Finally, the researcher will use the Potter Box model to ensure that the gathered data is analyzed from an ethical perspective. It ensures that the researcher is able to prioritize the publics and values that are most important and that all of the constituents involved would be accorded the same level of regard and importance.
