| Public relations is a systematic research function that | | | | recommendations. Research can be a very |
| aims to design an effective campaign to solve an | | | | systematic and complicating aspect of public relations |
| issue within mass communications. It is imperative that | | | | depending on the issue at hand. However, it is best to |
| this research is reliable in order to understand the issue | | | | conduct the necessary research to gather data that is |
| and suggest recommendations. Reliability can be | | | | detrimental to a campaign. Even though subjectivity is |
| defined as the ability of a method to measure the | | | | used in public relations, the practitioner must examine |
| same results comparably over time. It is a measure | | | | the organization, its publics, and all other aspects that |
| that is stable, and consistent. | | | | may affect its success in order to make an educated |
| Public relations as a social science research aims to | | | | guess. Millions of dollars could be wasted on a |
| understand society and the various segments involved. | | | | campaign aimed at the wrong target audience and |
| Researching these segments or markets helps the | | | | even worse, unavailable to the intended target |
| practitioner anticipate attitudes and behaviors. | | | | audience. |
| Moreover, these preemptive measures anticipate | | | | Although public relations was not seen as a separate |
| future issues that may occur, and solutions to solve | | | | function in the past, it is becoming more common. In |
| them. | | | | order for public relations to continue its effectiveness, |
| Because public relations faces the challenge of | | | | there must be support for public relations within the |
| validating the importance of this systematic approach | | | | organization as well as an appointed director of public |
| to problem identifying and most importantly problem | | | | relations to manage all functions. A separate budget |
| solving, it is imperative for practitioners to maintain their | | | | should be allocated solely for public relations research. |
| reputations with "Corporate America" and the media. | | | | Although some company's are reluctant to do this, |
| Reliable research helps illustrate to the dominant | | | | they find that this research actually saves them |
| coalition the necessity to understand an organization's | | | | money in the long run with crisis management and |
| stakeholders. More and more, members of the | | | | marketing campaigns. |
| dominant coalition are understanding the importance of | | | | Furthermore, future licensing would help ensure more |
| their support for public relations. Effective public | | | | credibility. It would also help eliminate the opportunity for |
| relations aids a company's competitive advantage, | | | | non-systematic and under-qualified imposters to take |
| therefore, aiding their bottom line. | | | | advantage of individuals, organizations and the media. |
| Unfortunately, not all practitioners perform the | | | | Systematic research facilitates reliability. |
| necessary research needed to make reliable and valid | | | | |