Researching: Why It Is Important in PR

Most people would agree that research is boring, not important, and they generally dread having to do it. Sometimes, having to do research and actually gleaning information from the material is tedious, and headache inducing. As much as everyone wants to hate it or thinks that it’s useless, it is extremely important in every field. For the purpose of this blog, the information will be targeted at PR and the Communications industry.

Researching a topic or area before starting on the project is giving yourself a head start. It provides background information on a multitude of things. Finding out what research has been done, the information that was gathered and how it relates to the topic is imperative. This gives you an opportunity to more clearly focus your research, and avoid costly mistakes. Frank Lang writes in The Role of Research in Public Relations,

“In a public relations effort, research plays a vital part in the determination and classification of the specific groups to which the program is directed. A public relations effort increases in effectiveness in proportion to the specificity with which it is directed to a group.”

When research is done correctly and effectively, it can help the outcome of your plan. Clearly defined target markets, goals, objectives and tactics all ensure a positive end result. It is more cost-effective for you and the client if you first, find out what research has already been done, if you can use it for your current goals, or if more research needs to be done and/or updated. Using research that has already been produced, can open up the budget for use in different areas where it is needed more. Time is money, spending time doing research that has already been done is regressing, when efforts could be placed elsewhere. Chryst’l Sanchez of Weber Shandwick Seattle writes,

“Putting thorough research into any strategic plan helps you establish realistic goals, meet communications objectives and increase your campaigns’ chances for success. In PR, strategy is key in order to maximize efficiency and minimize costs across the board. In terms of developing solid communications plans, extensive research can help you target the appropriate audiences, find the right influencers and even determine the most cost-effective budget.”

Do not discount research, it is most important when first starting to strategize and all throughout the whole process. Steven Symes of Demand Media writes for the Houston Chronicle, four reasons why research is important: it provides unbiased information, organizational strengths and weaknesses, public relations messaging, and gaining feedback. When research is done correctly it can provide all types of vital information. Research is needed and important in PR plans, and should be taken seriously. It may be demanding, but it will pay off in the end results of your campaign.

References

Lang, Frank. (1951, Spring). The Role of Research in Public Relations. The Public Opinion Quarterly, Vol. 15, No. 1, pp. (54-64)Published by: Oxford University Press on behalf of the American Association for Public Opinion Research. Stable URL: http://www.jstor.org/stable/2745751.Accessed: 27/01/2014

Sanchez, Chryst’l. (2013, September 13). http://www.webershandwickseattle.com/2013/09/3-reasons-why-research-is-crucial-to-effective-public-relations/

Symes, Steven. (nd.) Demand Media.http://smallbusiness.chron.com/research-important-strategic-public-relations-plans-15586.html

 

Diversity in PR

I’m an AD/PR major and I’m shocked that I wasn’t aware that diversity was such a hot button issue in PR. After conducting some research,  I became quickly  aware of how these considerations were changing the industry. A lot of information can be found by simply googling “Diversity in Public Relations”. After considerable reading, I’ve developed a few thoughts of my own on the issue.

Unfortunately, there is a lot of  progress to be made to further diversify the communications industry. Having a more diverse staff can only help organizations in the long run. First, it is illegal to not hire someone based on race, ethnicity, religious beliefs or gender. Additionally, the majority of the companies in America have adopted an equal opportunity policy. Lee Hayes, Senior Vice President/Chief Client Officer of Lagrent Communications writes,

“According to US Census Bureau, African-Americans, Hispanics, Asians and Native Americans will make up 36.5 percent of the US population and have an estimated combined spending power of $3.6 trillion by 2020. Therefore, it is inconceivable to me how an all-white advertising, marketing or PR firm can, in good faith, believe it is adequately staffed to service global brands whose consumers are increasingly diverse with their own distinct cultural nuances.”

How can public relation firms not only diversify their clientele, but their workforce?  Only 8.7 percent of African-Americans, 7.3 percent of Asian-Americans/Pacific Islanders and 15.3 percent of Hispanics/Latinos have jobs in the field (Coffee, 2013). That statistic was published just this past November. That is surprisingly low. In the future, I want to work with a diverse staff so as to learn new things from people who are different than me.

However, there are some positive things happening in the industry. There are scholarships being offered to create more diversity, as well as other tactics. Tiffany Gallicano writes in a report for the University of Oregon,

“Fleishman-Hillard (2012) has a paid six- to 12-month fellowship program for college seniors and recent graduates who are ethnically/racially diverse. Meanwhile, Edelman (2005) developed a program to recruit employees from historically black colleges and universities, and it launched a pilot mentoring program. Porter Novelli partnered with Together Our Resources Can Help (TORCH), a nonprofit that provides opportunities to underserved students in New York City public high schools (PR Week, 2011b). Porter Novelli gave an eight-week PR101 course to more than 40 TORCH students, raised $100,000 for the nonprofit organization, hired TORCH interns, and assigned TORCH students to Porter Novelli mentors (PR Week, 2011b).”

She further summarizes this point by saying,  “a key strategy by agencies is to build a pipeline of diverse practitioners.” (Gallicano, 2013). The goal is to create a field that gains the interest of the diverse group that is needed to make the industry evolve. This is something that can work, more companies and organizations should be on this same road to being more diverse within. Creating practices like the examples above to have an ideal well-rounded company.  The world is changing, and the communications world should be changing right along with  it.

References

Coffee, Patrick. (2013, November 18).  Meet PR’s Diversity Problem. Retrieved from http://www.mediabistro.com/prnewser/meet-prs-diversity-problem_b77958

Gallicano, Tiffany., (2013).  Millennials’ Perceptions About Diversity in Their PR Agencies. Public Relations Journal Vol. 7, (No. 2), 37-70. Retrieved from http://bit.ly/PRJOURNALARTICLE

Hayes, Lee. (2013, February 25). Lack Of Diversity Is PR Industry’s Dirty Little Secret. Retrieved from http://www.holmesreport.com/opinion-info/13071/Lack-Of-Diversity-Is-PR-Industrys-Dirty-Little-Secret.aspx#sthash.Z71SwRYu.dpuf

My Thoughts on PR

Blog topic: 300-500 words about what you think or thought PR was upon entering this room.  Discuss your definition or your stance and where you might go from here.

Alright so, I am an AD/PR major, I recently returned to GVSU after a 4 year hiatus. I left GVSU with only 6 (yes, count them 6), classes left. I had some personal issues going on, and the couple semesters before I decided to take a break and go home, were not so good. So, in actuality, I have taken this class 3 previous times (sad, I know). I have failed it twice, and dropped it once. Not my finest moments, I’m know. I don’t really like to talk about it much, but this is the reality of the situation, and I have found that embracing the truth is much easier then trying to act like it didn’t happen. The last time I was enrolled in this class was Fall of 2009, and that’s when I dropped every class I had and moved home. So as you can imagine, I’m slightly older than most of the students in the class. It took me 4 years, but I finally came back and I will be graduating in April. Pheww.  What I am trying to get at here is, I did have some idea of this class and PR, but A LOT has changed in the PR scene since 2009. Nature of the beast, I suppose.

Ah so, my thoughts on PR. I definitely think that the definition, what it is,  and what it entails,  is hard for most people to grasp,  It’s a broad, multifaceted field, that is has a lot of sub-fields within it. Creative writing, Graphic Design, Journalism, Advertising, the list could go on. PR is a way for a company, person, or organization to mediate between themselves, their publics and of course the media, to put it simply. A way of creating open communication, a two-way street, so information can flow freely. Whether or not that information is good, bad or in between is the responsibility of the PR team within.

Social Media has exploded on the PR scene, even since 2009. I mean the way people get information now is crazy. Constantly connected to everything, the world at your fingertips, never having to wait for information that you need or are curious about. So now, more than ever, companies, people, and organizations need to be on top of their game. This is where having a PR department comes in handy, having people trained to deal specifically with the ramifications of what this means, i.e. what social media is capable of. It’s a scary thought and it’s a big, crazy world out there, and it’s important to get a handle on this now. PR is constantly evolving, changing with the times, and with technology, and as PR people, we should be highly adaptable and constantly changing as well. This is all part of becoming an excellent PR person, keeping up with times, and always learning.