Public relations practitioners consistently
deal with solving problems, problems that can worsen over time if left unchecked.
Within every new issue or concern, comes the need to conduct one of the most important
aspects, the research. Conducting the proper research can present the PR practitioner
with great insight, and also open the doors to new and innovative creativity that
can be effectively applied to dealing with problems and issues. Without
performing the adequate research, PR campaigns can turn ugly very fast.
Research
techniques come in many styles and theory. In the professional life, research that
is pursued and conducted is known by the title of applied research technique. Applied
research is also known by other names such as market research and administrative
research. Applied research normally constitutes the gathering of
information in the most inexpensive manner possible, but can also become very
in-depth and expensive, depending on the level of research needed to solve the
problem or issues.
Theories
are extremely important, especially when planning for effective research. In
the applied or marketing research technique, it is common for researchers to
research personality and need variables in attempting to understand and explain
consumer differences. The researcher attempts to link human traits in an appeal
to solving their problems or issues. Personality and needs are often viewed as
an extremely important aspect when considering buyer behavior. It can provide
much insight into lifestyle elements. Most of the effective psychological approaches
still come from the works of Maslow (1954) and Packard (1964).
When
performing research, it is essential to judge
or test, exactly how past and future messages will be affected by their target markets/audiences.
It is extremely important to understand exactly what stimuli or emotional response will achieve the optimal
communication objective. The Composite Audience Profile (CAP,) technique
provides researchers with the ability to combine demographic and psychological
information together with an emotional assessment that tailors messages quite
precisely.
In
the Public Relations industry, and in the Marketing industry, it is essential
to always understand that perception is reality.
What, and how people view something, essentially is that reality. In
understanding this concept, it is essential to always understand that receivers
of your message will require a presentation that can either support their existing
perception or a presentation where you can effectively educate them into
developing a new and realistic perception.
Understanding
what problems to solve, and what theories can best help solve them, takes
research within itself. Public Relations practitioners have borrowed many
theories from the communication sciences, and from other social sciences. The best theory toward solving Public Relations
problems and issues, will present itself only through research and understanding the many theories that exist to
help support you in your unique undertaking. It is also very plausible for
researchers to develop new theories, or expand on existing ones, through their own
needs. Theories exist to help guide researchers into conducting the most
meaningful, and the most orderly of problem-solving.
Without a guideline, things can become ugly very fast.
It
is essential for anyone researching for Public Relations or Marketing problems
or issues, to understand what theories exist to help them. Attempting to solve
complex Public Relations or Marketing problems without the use of theories is
not recommended.
There
exist many books on the subject of theories. My personal favorite is “Public
Relations Theory,” by Botan and Hazelton, 1989.
Conducting
the proper research can really make the difference towards the effectiveness of
any campaign. My suggestion for anyone tasked with solving Public Relations or
Marketing problems is to first educate
themselves on the available theories, and then branch out from there.
For
more information about Public Relations research, or theory
Contact:
Outstory Public Relations 704-904-0682
A Modern Public Relations
Agency
Solving
Problems, Changing Attitudes, Creating Understanding, and Influencing Behaviors
Outstory
PR Group solves business and public relations problems. We serve organizations
of for-profit, non-profit, governmental authority, and well-known persons. We
develop and manage creative problem-solving campaigns for businesses small and
large, both nationally and globally.
Call
Outstory PR Group Today: 704-904-0682
Website:
http://outstoryprgorup.com
Shawn
Stoffel
Shawn@outstoryprgroup.com
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