Week 5

Research is an important tool for public relations practitioners. Almost every communication problem or project calls for varying degrees of research: fact finding, opinion assessment, message testing, planning, execution, and evaluation. If done at the start of program, it enables us to create programs based on a better understanding of issues and with a better appreciation of context, which in turn gives us confidence in the recommended communication solution. Research carried out during a program to monitor progress allows us to fine tune the activity to ensure that the desired outcomes are achieved.

Research can make a real difference to the effectiveness of public relations because it provides information that helps to plan, implement, and evaluate. Research must be relevant and should lead to further action. At the start of a program, research enables the creation of programs based on a better understanding of the issues and with a better appreciation of context. Research done during a program to monitor progress allows the activity to be fine tuned to ensure that the desired outcomes are achieved. Research at the conclusion of a program allows us to test whether the desired results were achieved and to report these to management. Many different research methodologies are available: the most appropriate for what needs to be found out must be used. Sufficient time and budget need to be allocated for research. Armed with research and analysis, practitioners can present and justify public relations plans that are supported by evidence and theory. Without research and analysis, practitioners are guessing or making assumptions about the problem, issue, or opportunity, as well as about the solution.

The contemporary public relations practitioner is a multiskilled person with a values based approach to the job. The role requires strategic and technical competences such as: an understanding of the big picture and why an issue or a public is relevant for an organization; the ability to see an issue from a range of perspectives; the ability to uncover the real issues or problems to be resolved and the outcomes to be addressed; an understanding of the importance of relationships and the skills to build and strengthen relationships and dialogue; confidence in the communication solutions being recommended, based on relevant theoretical frameworks and a comprehensive appreciation of all aspects; the skill set to create and implement the communication solutions.