Analysis and results

128

UNIT 3 RESEARCH IN PUBLIC RELATIONS

129

conditions. Research also tries to provide through systematic approach, dependable answers to the ‘why’. Dependable in the sense that once research outcome establishes answers to why things happen in certain specific ways, another researcher following the same approach under the same condition can investigate similar issue and arrive at the same answer.

However, public relations research like other social science research can be categorised into the major forms or types. These are:

1. Applied Research: As the name implies, applied research is usually carried out to solve specific problem facing the industry.

The essence is not to add to knowledge. Rather, it seeks to find solution to the problems of strategy and tactical effectiveness.

According to Nwodu (2006:4),

most organisations carry out applied research to aid management decision regarding specific personnel problems, sales strategy, image problem, product adulteration, information diffusion problems etc.

It implies that applied research in the context of public relations are of two kinds which, according to Nwodu (2009:16) are strategic research and evaluation research. Nwodu adds, “While strategic research bothers on empirical evaluation of public relations offerings-cum-campaigns;

evaluation research is concerned with systematic examination of the potentials of such offerings-cum-campaigns in solving the problem for which they are meant to solve.”

2. Pure (Basic) Research: This is a knowledge–based research. It is more of academic value than problem solving. It helps in the generation of public relations ideas, principles, models, theories, concepts and constructs that aid the classification and increase in the body and understanding of knowledge of public relations:

According to Wimmer and Dominick (2003:380) pure research

“is most interested in examining the underlying process of and in constructing theory that explain public relations process.” Nwodu (2009:17-19) rightly points out, this type of public relations research provides answers to:

 What to hypothesise in the context of public relations variable relationship

 Establishing, testing and validating models that simplify our understanding of variable relationship and evolution of

130

principles, concepts and constructs that help our understanding of the nature of the subject, express ideas and define meaning

 Make empirical-based deduction or generalisation, regarding how a change in a given public relations variable affects another corresponding.

3. Introspective Research: The word “introspective” according to Summers et al (1996:748) is the process of thinking deeply about your own thoughts and feelings to find out their real meaning.

This in the context public relations means “an inward look at public relations as distinct field of learning” (Nwodu, 2009:18).

Expanding on this, Nwodu (2009:18) adds:

It is a deep-rooted probing of the potentials of the profession in contemporary highly competitive economic environment; the future of professionals in the field; the direction of research and development in the field; the place of the profession in modern business management.

3.2 Scope of Public Relations Research

Kerlinger (1977:46) and Wimmer and Dominick (2003:382-388) identify the scope of public relations research as:

i. Environmental monitoring which involves accumulation of baseline data concerning social, political and economic issues and trends; determining publics acceptance or otherwise of change in policy matters; tracking issues arising from social environment and predicting the future trends based on the outcome of environmental scanning.

ii. Public Relations Audits which entail introspective studies of public relations practitioners’ disposition to the profession. It involves deliberate studies aimed at finding out “the stakeholders’ overall attitudes, behaviours and perceptions towards their organisation” (Nwodu, 2007:21).

iii. Communication Audit which bothers on the effectiveness of corporate channels of communication. Emphasis here is usually on what proportions of organisation’s publics are exposed to the organisation’s channels of communication. Channels of communication here refer to corporate communication tools like

131

newsletters, annual reports, company/product profiles, diaries and sundry publications (Nwodu, 2009:21).

iv. Social Audit which is “one of the potent means an organisation can use to find out the publics’ perception of its social action”

(Nwodu, 2009:21). The emphasis here is on investigating the public’s assessment of an organisation’s level of commitment to its social responsibility.

v. Evaluation research which as the name implies entails systematic study of the outcome of a public relations campaign/programme.

It involves pre and post project/campaign evaluation geared towards ascertaining among others, what to plans, why, for whom, at what cost and what benefit. It also entails a critical evaluation of the result or outcome of an already executed project/campaign.

4.0 CONCLUSION

Research is very crucial in public relations practice. Public relations campaigns can fail to yield the desired result if not anchored on painstaking research. Practitioners are therefore advised to develop public relations campaigns after a painstaking research.

5.0 SUMMARY

This unit explored the types and scope of public relations research. The students are expected to be conversant with the meaning, types and scope of public relations research as treated in this unit.

SELF-ASSESSMENT EXERCISE

Define and explain the concept, research in the context of public relations.

6.0 TUTOR-MARKED ASSIGNMENT

Mention and explain the major areas of interest in Public Relations research.

132

7.0 REFERENCES/FURTHER READING

Kerlinger, M. (1973). Fundamentals of Behaviour Research. New York: Holt, Rinehart and Winston.

Nwodu, L.C. (2009). “Mastering Public Relations and Advertising Research, Monitoring and Evaluation Strategies for Improved Professional Excellence.” The Nigerian Journal of Public Relations. Vol. Nos. 1&2.

Nwodu, L.C. (2006). Research in Communication and Other Behavioural Sciences: Principles, Methods and Issues. Enugu:

Rhyce Kerex.

Wimminer, R. & Dominick, J.R. (2006). Mass Media Research: An Introduction. California: Thomas Wadsworth.

133

UNIT 4 BUDGET AND BUDGETING IN PUBLIC