Research in PR

The reasoning for research in PR is the general idea of what it can provide. This is to help weigh the risks in any campaign plan. Symes states (n.d.), “Research, when conducted properly, eliminates bias and gives the leaders of a company a realistic picture of how various members of the public perceive the organization. When throu research it can be learned  how different individuals percieve something specifically it helps to make a target. The target can help to support or refine the goal in campaign.

There are other benefits to completing research. “Solid research findings make two crucial statements about your organization. First, you listen to your customers, actual and potential. Second, you are a demonstrable thought-leader who can provide your own expert take on the results, ” (Ross, 2010). For most companies the most crucial part is the customer. In a competitive market it is valuing what the customer wants and needs.

Completing research gives the benefit of the researcher of becoming  an expert. Another asset is knowing how to complete the research. A new medium for research is the use of the internet. “Enough evidence is available to support the idea that public relations professionals must possess search engine optimization (SEO) skills to assist clients in a full-service capacity,” (Moody, 2013, p. 166).


Moody, M., & Bates, E. (2013). Pr students’ perceptions and readiness for using search engine optimization. Journalism & Mass Communication Educator, 68(2), 166-180. doi:10.1177/1077695813478182

Symes, S. (n.d.). How is research important to strategic public relations plans? Demand Media. Retrieved from

Ross, R. (2010, January 4). The importance of research to success in pr. Mizu. Retrieved from


Diversity in PR

A relative case study I found interesting in researching the focus for this blog on diversity in public relations is what effect it could have on student learning. The case itself was for a study on an assignment given to students in a beginning public relations course. For students to learn about diversity by completing the assignment on two minority groups. According to Gallicano (2012), “The participants who completed the assignment had a better level of cultural understanding than participants who did not have the assignment,” (p.115). To get a better understanding of the concept of diversity can be achieved through application.

As those students in the PR class received understanding by using this outlet of blogs to express in words what diversity is in PR can be  another learning tool.  “Now, the technology that has been an alternative source of news to many academics is being incorporated more fully into university life,” ( Adenekan, 2005). This platform offers the contribution of other users input by being publicized on the internet. Alternatively of being on a social network that takes away and limits focus on what is being written. The diversity of insight by other readers and writers helps to offer other perceptions for the topic. Creating an opportunity to reach a more thorough understanding  in this media format.

Varying methods for learning are being used to help students achieve. In PR varying methods are used to help communicate a message of a product or service. As the medium for communication enters into the electronic age business and education shift to follow suit. Tindall stated, “Although the effort has shifted and restructured, its mission remains the same: to promote a workforce that more closely mirrors the communities in which we live and work in terms of age, race, ethnicity, and gender. Our members understand that increasing diversity within the profession will be key to their organizations’ success in the year to come, as businesses continue to seek a more global perspective to their communications initiatives,” (2012, p. 1). Digital landscape is as diverse as the user and the goal is to make the relation.


Adenekan, S. (2005, January 23). BBC NEWS | UK | Education | Academics give lessons on blogs. Retrieved from

Gallicano, T., & Stansberry, K. (2012). Assessment of a Diversity Assignment in a PR Principles Course. Communication Teacher,26(2), 115-128. doi:10.1080/17404622.2011.643811

Tindall, N. (2012, February 7). Diversity in the PR field: Some progress, though challenges persist | Articles | Home. Retrieved from

Fundamental PR Reflection

Starting from the beginning to learn about the world of public relations (PR) shows it to have its own specific makeup. The makeup can be seen to create the human interest in this field. My ideas of PR is what the field was limited to and not capable of.  From the discussions during class PR is incorporated within many fields and has continued to evolve.  A person practicing must have certain skills  and abilities.

One ability is to be an effective communicator both verbally and non-verbally. To competently communicate by writing through different mediums. Having critical thinking skills and be creative. It is through utilizing these elements a person can be successful in the field of public relations.

The process in PR consists of four parts with the first step of evaluation. This was the first step in completion of the process with the campaign books in this class with having an informational meeting with the representative from Career Services. To evaluate what the program/department wants to accomplish. The next step is research to define the problems that persist. Third step of action is to make a plan to address the problems.

Fourth step is communication and is the planned program being put into motion. The acronym for this process in PR is RACE. Another step that is overlooked is after RACE to measure how successful the process was in meeting its goal. Having a way to understand the impact of the plan can be used in other processes of PR.

Other aspects involved for a PR professional is the focus they have is on defined publics. This is through using a variety of channels and communication tools. The purpose is to target specialized audencies and is concerned with building relationships and goodwill. Through integration of GRRIT the goal of PR professional is projected.