Public Relations research

According to Cameron, Wilcox, Reber & Shin (2008), “research provides the information required to understand the needs of the public and to develop power messages”. In public relations, research is used to prevent organizational crisis (CGD 318, Spriggs, T. 2012). For example, chat rooms or blogs can be viewed and written by many publics, and if the topic of discussion is a particular organization by researching this information an organization can learn what their publics think of them and they can also learn what needs to be changed (CGD 318, Spriggs, T. 2012). Another way research is used in public relations is to monitor the competition (CGD 318, Spriggs, T. 2012). For example, in the telecommunications industry there is more competition with cable companies for internet, phone, and television service, and in order to have a competitive advantage organizations need to know what the other organizations are offering to their consumers (CGD 318, Spriggs, T. 2012). “Keeping track of the competition is done through surveys that ask consumers to comment on competing products, content analysis of the competition’s media coverage, and reviews of industry reports in trade journals” (Cameron, Wilcox, Reber & Shin, 2008, p. 117). Also, public relations use research to generate publicity, influence public opinion, and formulate strategy (CGD 318, Spriggs, T. 2012).

Public relations research can help organizations with both long-term and short-term goals (CGD 318, Spriggs, T. 2012). For example, where I am employed the company does surveys on customer satisfaction with the organization itself, and for the products it provides. In turn, the information is used by the organization to improve processes within the company, as well as, improve whatever product or service issues the consumer experiences (CGD 318, Spriggs, T. 2012).

Public relations research can help professionals build and shape PR campaigns (CGD 318, Spriggs, T. 2012). As mentioned in the text, “research can often uncover trouble spots and public concerns before they become news” (Cameron, Wilcox, Reber, & Shin, 2008, p. 117). Stating that the organization can use the research to address the public concerns by creating a PR campaign in order to influence public opinion (CGD 318, Spriggs, T. 2012).

Reference

Cameron, G. T., Wilcox, D. L., Reber, B. H., & Shin, J. (2008). Public relations today: Managing competition and conflict. Boston, MA: Pearson Education, Inc.