Skip to main content

COMM4480: Public Relations Case Studies: HOME

case studies; public relations, research,

Library Hours

Fall Semester Hours  

Monday to Friday 8:00am-7:00pm

Saturday & Sunday 11:00am-7:00pm            

Have a Question? Contact a Librarian:

By phone

Call 973-720-2116

By e-mail

Send your question to the Reference Desk via email -

By chat

Library home page

Schedule a Research Appointment

Contact the library for an appointment

with a Reference Librarian:  

Schedule Research Help


Welcome to the David & Lorraine Cheng Library This guide should serve as a starting point for your research needs for your Public Relations Case Studies course. Use the tabs at the top of the guide to locate different types of resources. If you have any questions, please be sure to contact me!

Public Relations


Case Study Defined

The case study is a descriptive, qualitative research method that analyzes in great detail a person, an organization, or an event. Case studies are found in most applied areas, such as business, law, and marketing, and offer insight into practices and tactics. The case study's major advantage is the detail and analysis it provides of a specific person, organization, or event; its major disadvantage is that it cannot be generalized to situations other than the one that was studied. A major problem in using case studies is the “it worked here, it will work for me” mode—that is, trying to take specific tactics or messages from one case and applying them to another. Even in situations where cases are within an industry, trying to compare Case 1 to Case 2 is like trying to compare apples to oranges.

Encyclopedia of  Public Relations Robert L. Heath

Your Librarian

Nancy Weiner's picture
Nancy Weiner
Assistant Director
Access & Information Services
William Paterson University
David & Lorraine Cheng Library
Reference Office 107f