Research is a fundamental part of the public relations planning process. It has different basic functions: helping to set communication objectives; identify key audiences and develop campaign messages (Tench and Yeomans, 2009). Additionally, it is used to define public relations issues, evaluate plans and proposals, and measure program implementation and impact. According to Wimmer and Dominick (2006), the most commonly used research methods are interviews, surveys, focus groups and discourse analysis. In this essay, I will take a closer look at the latter two, assessing their strengths and limitations, as well as their usefulness in the discipline of public relations. Discourse analysis is defined as a research approach that has its roots in linguistics, psychology, cultural studies. , and sociology, and whose main objective is the analysis of discourse and text. By text, we refer to all written, spoken, and nonverbal language, as well as visual images such as photos, films, and advertisements (Daymon and Holloway, 2011). According to Willig (2008, p.165), this approach “proceeds on the basis of interaction with the text”. Attention must be paid to the interpretative repertoire; it is style, figures of speech, how they come from key metaphors and terminology, as they construct and make the purpose of a text. This type of analysis goes beyond textual examination and assesses the process by which meanings are generated, how language is used, why, when and by whom. Discourse analysis is not a traditional research method; rather, it provides the researcher with a detailed academic framework regarding the nature of discourse and its role in social life, as well as suggestions on how to study it (Potter & Wetherell, 1987). Critical discourse analysis for... middle of paper ...... way of not seeing”. Focusing only on a certain issue could lead to neglecting others that are just as important. Interactions between participants could silence specific aspects of that particular topic (Moisander and Valtonen, 2006). As with most research methods, ethical issues must be considered; confidentiality, anonymity and impartiality are paramount to the well-being of participants. Regardless of the method used, it has been found that "most public relations research [is] informal and informal, rather than scientific and precise" (Lindenmann, 1988). This is linked to the fact that public relations must still develop its corpus of notions and knowledge. Due to the multidisciplinary nature of their practice, e.g. public affairs, corporate relations, etc., public relations practitioners must identify the appropriate approach for their type of communication..