The diversity and complexity of human, societal and organizational relationships and meanings that are constructed through communication are intrinsic to the study of public relations and marketing communications. Qualitative research can be used to provide critical, innovative insights into these communicative processes, and the cultural contexts in which they are situated. This second edition of "Qualitative Research Methods in Public Relations and Marketing Communications" is a practical guide for students undertaking qualitative research, encouraging them to engage effectively and critically with the practices and discourses of professional communication. New chapters of this title include: guidance on decision making regarding the different research approaches available to achieve different research goals; specific analytical techniques applied within the discrete research approaches; greater attention to documentary materials, including written, visual and multimedia; new sections on internet-based research, including the applications and ethics of new technologies, multimedia platforms and software packages; and, discussions on discourse analysis, critical discourse analysis, historical research and action research, and mixed-methods research. Including examples of empirical studies based on a qualitative approach and an example of a research proposal, this highly accessible, core text will be invaluable for students undertaking undergraduate and master level research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.