Have you ever thought about the value of research in public relations? Without research, PR would be like a simple guessing game, sometimes accurate, but most of the time inaccurate. Research is the foundation in PR, determining what is credible and what is not. Conducting research also allows administrators and practitioners to know more about issues concerning the people they serve (Donnellan, 2010).
According to Dr. Donnellan, author of "PR Research Methods," research allows organizations to thoroughly plan their efforts, test their messages, and analyze their effectiveness and strength. The study of research reminds me of the first PR class that I took, which was Intro to PR. I learned so much in that class, and it was all built upon research and persuasion. Among the many things we learned, I found it interesting to study the PR strategies used by Ivy Ledbetter Lee, who is considered to be the father of PR. The lessons came along with the major models of PR, which are ROSIE, RACE, RPIE and ROPE. The "R" within each model stands for research.
Two types of research are formative and evaluative. Both methods are needed in PR because formative research is done before you start your campaign, and evaluative research is done during or after the campaign to see if you have reached your goals (Donnellan, 2010). Extensive research could be helpful in so many ways when it comes down to the field of PR. Good research reflects credibility, which usually causes the public to feel more confident in your message. Without research and real facts, a PR professional may be looked upon as just a spin doctor.
I have most certainly learned the value of research in PR, and I look forward to using it today and for years to come.
You're right Ranata. Research is so important. The main thing for us to remember is how to accurately perform the modes of research.
ReplyDeleteIn high school, students in the International Baccalaureate program had to choose 3 higher level and 3 standard level classes. One of my higher levels was psychology, and thank God it was. Much of our research methodology is borrowed from that field.
Research is the unglamorous side of PR. Few people want to do it, but I hear the ones who do get paid very richly. I would say it is a somewhat difficult task. I did not know that writing survey questions had to have such precision before this class.
But I know that we're all better for it. It'll give us a leg up in the work force. I'm sure most undergrads do not do much research methodology. Consider our class privileged.
To tell you the truth I find the research part of Public Relations boring! But I am slowly understanding that, that is what our profession is all about.
ReplyDeleteByron Johnson