The case for case studies: Optimising the use of communication cases

Case studies are widely used by communication and public relations practitioners and educators. Yet, despite their extensive use, the question should be asked whether public relations case studies are applied in the best possible way. Many tertiary education institutions are moving away from case study analysis as a discrete subject and instead adopting a ‘case study approach’ across the communication curriculum. This paper explores the merits of different styles of the case method and the reference materials available, and concludes that formalised analysis of case studies is essential to fully optimise their application.