COM317.800. Taejin Jung, Ph.D. Week 1 : Research. What is Public Relations?. PR is a management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends (Cutlip, Center, & Broom, 2000).
Taejin Jung, Ph.D.
Week 1 : Research
PR is a management function that establishes and maintains
mutually beneficial relationships between an organization and the publics
on whom its success or failure depends
(Cutlip, Center, & Broom, 2000).
◙ PR is a scientifically managed part of an organization’s problem solving and change
1. Defining the problem (or opportunity) : “Formative Research”
- Situation analysis
- “What’s happening now?”
2. Planning and programming
- Set up strategy
- “What should we do and say, and why?”
3. Taking action and communicating
- “How and when do we do and say it?”
4. Evaluating the program : “Evaluation Research”
- “How did we do?”
- Many employers’ and clients’ views that research is not necessary
- Not understanding how to do and use research
- “Information acquiring and evaluating data”
- Allocating resources
- Good interpersonal skills
- Understanding systems
- Knowledge of technology
- Personal experience : Volvo fallacy
- Intuition: Believing something is true or false simply because it “makes sense”
- Appeals to tradition, custom, and faith
1. Research is based on curiosity and asking questions.
2. Research is a systematic process.
3. Research is potentially replicable.
4. Research is reflexive and self-critical.
5. Research is cumulative and self-corrective.
6. Research is cyclical.
►Research Methods are strategies researchers use to solve puzzling mysteries about the world.
- Theoretical research – Underlying rationale (e.g., Architect/Model builder)
- Applied research – Real world problem (e.g., builder)
- Laboratory research (Conceptual level) – Purely controlled (Exclude intervening variables)
- Strategic research (Application level) – Development of PR campaign or program
- Evaluation research – Provide “benchmarks”
Questions of definition/fact/value/policy
Type of RQ determines most appropriate research methodology and assessment
- Answer RQs/H’s with empirical manner.
- Answer questions dealing with quantity.
- Can be verified or refuted by observation.
- Commonly used at the “evaluation” stage.
- Amenable to formal methodology (e.g., survey, experiment…).
- Theoretical researcher : Laboratory setting/ Survey
- Applied researcher: Actual campaign setting
- “How well do you think this advertisement depicted Generation X?”
1 2 3 4 5
Very poorly Very well
- Why do you think so?
(e.g., the truth anti-smoking campaign)
Q. of Definition
Q. of Policy
Q. of Fact
Q. of Value
: Results of observations we make of the world around us via some methodology
1. Informal methods (data gathering)
- Humanistic/ qualitative
- Case study, interview, focus group, and observation
2. Formal methods (data gathering)
- Method of social scientist / quantitative
- Surveys, polls, and experiments