Since I have switched to a public relations major, I have learned about the importance of research. Research has never been questioned why we need to do it, specifically why we need research in public relations. What is wrong with just using our thoughts on a topic? I found a quote from an academic journal titled "The Use of Research by Public Relations Practitioners: A Study of Selected organizations in Ghana” (Anani-Bossman & Tella 2017). The authors Anani-Bossman and Tella have an answer to that last question. Here's what they had to say, "The value of PR in the eyes of management can only be enhanced if emphasis is placed on the impact and outcome of research. Practitioners must, therefore, use a more scientific approach in their research activities" (Anani-Bossman & Tella 2017). This is why it is wrong for us to use our thoughts. How can our words have backing if we do not have research? Practitioner's words cannot be practical if we do not have research. Anani-Bossman and Tella also tell us that research is more than just data collection as well "The implication is that research cannot be fully appreciated if it is based solely on the amount of publicity received" (Anani-Bossman & Tella 2017). This begs the question, what is research anyway?
Another academic journal written by three different authors Emma Fisher, Nicolette Lee, and Scott Thompson-Whiteside from Visible Language, defines what research is. Here is what they had to say about research "… research must be conducted following a methodical, thorough, and careful process in the interests of ensuring the validity and reliability of findings" (Fisher, Lee, Thompson-Whiteside, 2018). Again, we see that we need to research validity and reliability, and research is a thorough and careful process. We need research to be specific because it gives us credibility and understanding to explain our research to others.
An article written by Jennifer Sanchis of Communication World gives us three tips on communicating our research effectively. The first of the three tips Sanchis recommended was to use the language of our colleagues. Sanchis also says not to dumb down our research but rather use concepts, metrics, and critical points your colleagues live by to understand the research. The second tip was acknowledging the audience is not always data or analysis savvy. This one goes without saying. If you cannot explain your research to someone who knows nothing about your topic, you need to go through the process again and learn how to be thorough. The last tip is to be able to relate your research to the desired outcome. If we are not doing these tips and communicating effectively, your research is useless. All these tips go back to what research is (Sanchis, 2018). Based on my research (ironic, isn't it), research is being thorough in establishing credibility and communicating your findings to others for the desired outcome. This is why research is so essential, not only to public relations but in general as well. To develop a strategy to reach the desired result, we have to have findings. This is why public relations and research go hand and hand.
References
Anani-Bossman, A. A., & Tella, F. (2017). The use of research by public relations practitioners: A study of selected organisations in Ghana. Communicare, 36(2), 55–74.
Fisher, E., Lee, N., & Thompson-Whiteside, S. (2018). Same But Different: A framework for understanding conceptions of research in communication design practice and academia. Visible Language, 52(2), 57–81.
Sanchis, J. (2018). How to Communicate Effectively About PR Measurement. Communication World, 1–3.
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