Public Relations: Why Is The Foundation Of Public Relations?

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Many organizations conduct research before implementing a campaign initiative. Similarly, many also conduct evaluations following their campaign initiative. According to English, (2005), public relations research is a fundamental part of identifying important issues to the organization, developing strategically based public relations programs, and measuring the impact of those programs on the organizations (pg. 3). Cutlip et al. echoed this premise by saying that research is the foundation of effective public relations (2000, p. 343). The question that potential detractor’s may ask is why is research so important to public relations (PR)? And if it is so important, then why are so few organizations engaging in it? This paper will attempt to answer the question through introducing the reader to PR as a discipline, briefly introducing the types of research associated with PR, identify and explain …show more content…

36). According to Yin et al. (2012), in addition to managing problems or issues, the role of public relations (PR) employees is to help management to be informed and responsive to public opinion. Cutlip et al. defines PR as researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims (p. 6). The Public Relations Society of America (PRSA), generally considered to be the largest and foremost organizations of public relations professionals, adopted a definition in 2012 that simply says, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” ("Organization for PR & Communication Professionals: About PRSA,"

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