Research in public relations is essential for understanding a particular target market, demographic, psychographic, lifestyles, and anything else you can think of. It is very important to have a well grounded understanding and background information about the group(s) you are going to be tailoring your promotions to. Research is one of the most important things when it comes to many things in life. In public relations it is crucial to break down every bit of each segment and explore the different pros, cons, possibilities, challenges, strengths, competition, you name it!
“PR models should be analyzed and understood in depth with respect to “political context, culture and social”; rather than defining it narrowly.” (Khodarahmi, 2009). This statement couldn’t have put it in a better way. To be able to have a strong business up and running, things have to be extremely strategic in that specific work environment. All employees have certain ideas they can incorporate, they have specific jobs they have to execute properly and accordingly. If things are not in-sync with each other, how do you know it will go well? There’s always a possibility of simple mistakes when people don’t pay attention and contribute their part of the research. “In order to be successful in this endeavor, a public relations program must be adjusted to the group of people to whom it is directed.” (Lang, 1951). Even in the 50s they knew they had to come up with a strategic plan to be able to perform well.
“Another wide field of research includes procedures relating to the selection, placement, and training of personnel. Tests are available for measuring aptitude, ability, intelligence, achievements, personality, interest, and attitudes.” (Lang, 1951). Research in public relations is important to all aspects of the exploration.
“Research allows us to show results, to measure impact, and to refocus our efforts based on those numbers.” (Public Relations v. 1.0, 2012). Besides that research is important to show the different results of facts that were found, it is also an important aspect to use the many different routes of research. By this, I mean, depending on what you are exploring, you may need to find primary research for your topic or group, or maybe only secondary research. All and all, research is extremely crucial to understanding the background and specifics of whatever it is you may be searching for!
Khodarahmi, E. (2009). Strategic public relations. Disaster Prevention and Management, 18(5), 529-534. doi:http://dx.doi.org/10.1108/09653560911003723
Lang, F. The Role of Research in Public Relations The Public Opinion Quarterly , Vol. 15, No. 1 (Spring, 1951) , pp. 54-64. Published by: Oxford University Press on behalf of the American Association for Public Opinion Research. URL: http://www.jstor.org/stable/2745751
Public Relations v. 1.0. (2012) Purpose and Forms of Research, 8.2. doi: http://2012books.lardbucket.org/books/public-relations/s09-02-purpose-and-forms-of- research.html