Research in Public Relations
Many people fail when going into a project or business, and in many other situations because they fail to research first. With the power the internet has today, it’s possible that one can find something on just about any topic in the world. For instance, if someone wants to open a small business, first they should research the area they are looking at, maybe check the failure rate of different businesses in that area, check the success rate of the kind of business one is planning on opening. Anyways, I have a few pointers that don’t necessarily have to do with just researching business, but a few questions that should be asked when formulating a research, I found it in my Public Relations book in chapter 5.
- What is the problem?
- What kind of information is needed?
- How will the results of the research be used?
- What specific public (or publics) should be researched?
- Should the organization do the research in-house or hire an outside consultant?
- How will the research data be analyzed, reported, or applied?
- How soon will the results be needed?
- How much will the research cost?
In general, studies show that public relations departments spend about 3 to 5 percent of their budget on research. While so experts contend that it should be 10 percent.
Also listed in chapter 5 are som ways that public relations professionals use research and goes into more detail on each, but here is provided a list. (See below)
- To achieve credibility with management.
- To define audiences and segment publics.
- To formulate strategy.
- To test messages.
- To help management keep in touch.
- To prevent crisis.
- To monitor the competition.
- To sway public opinion.
- To generate publicity.
- To measure success.
There you have it, just to provide a few things one may use research for. There are several ways one can research, whether it be on the web, on library data bases, in textbooks, almanacs.