Why is Research Important in Public Relations?

It is estimated that Google processes approximately 70,000 search queries every second, translating to 5.8 billion searches per day and approximately 2 trillion global searches per year. The average person conducts between three and four searches each day. [1]

That’s impressive right? Well, we think so, because it is impressive how many people rely on research to fuel their everyday lives. As a society we have become reliant on having research at our fingertips.

In the context of Public Relations (PR), we rely heavily on research, and it is the foundation of most PR activities and should operate on a continuous cycle.

What if we tell you that research is often overlooked by many organisations of all shapes and sizes, and left behind during the planning process? This can lead to mistakes and ineffective strategies for the organisation’s progression, weakening the business.

Why Is It Important?

The best PR practices involve the fabrication of baseline research and then the usage of research as a checkpoint through the plan.

More specifically:

-Research allows PR Professionals to understand and learn more about their clients, establishing a foundation for a PR plan. It is important for the PR professional to understand their clients’ goals and target markets, in order to successfully give advice and provide a direction.

-Research allows for PR professionals to follow change and key news events that may become of significant and impact the client. This, therefore, can allow for preparation or an opportunity for the progression plan, whereby it is monitored and tracked.

-Research adds credibility to the PR company which is then extended to clients. The overall reliability and validity in an organisation distinguishes a successful business or a weak one. Research can be used as an organisation’s proper measurement and assessment criteria.

How To Research Effectively

Step 1 : Identify the topic of your research

Step 2 : Do a preliminary search for information

- This will determine whether there is enough information out there for your needs and to set the context of your research. You may find a different type of source for information, such as books, magazines etc.

Step 3: Locate your materials

-If you are looking for books, do a subject search in the Aleph catalogue. The Aleph catalogue also indexes the library's audio-visual holdings.

-Use the library's electronic databases to find magazine and newspaper articles. Choose the databases and formats best suited to your particular topic

-Use search engines (Google, Yahoo, etc.) and subject directories to locate materials on the Internet.

Step 4: Evaluate the quality and authority of your sources

-For example, if you are using your client’s website to find out information about them, then you are expected to have reliable information.

Step 5: Make notes

-Make a list of the information that will be useful to your topic. Make sure you document all the sources you consult, even if you there is a chance you may not use that particular source. The author, title, publisher, URL, and other information will be needed later when creating a bibliography.

In a nutshell, research is an important springboard for your company’s growth and development. Within PR, it is vital in devising plans and become more credible as an organisation.

Today, the resource for further information is outstanding, there is no excuse! So, get started, widen your knowledge and be successful.