Why we need research in public relation

So the question for today is “Why research in PR?” My 2 questions to respond to the first question is “Why not?” and “when would we not need to do research within a field?” According to dictionary.com, the definition of research is the systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions. In a field like public relations that is always changing and expanding, we always should be looking for ways to establish new facts and especially reach new conclusions. Most businesses if not all businesses should have some type of PR plan in place that they will follow. In order to have a successful PR plan, according to Steven Symes, you need to have done different forms of research for your organization to determine if any of the objectives formulated for the public relations plan has been achieved and to what degree. This will help your organization decide whether to continue with the plan, make adjustments to the plan or to scrap the plan and begin formulating a new one.

Research is also very important because in public relatinos, we are all about spreading information to the public. It is important to research the fastest and most efficient ways to relay this information. Lucky for us, we have social media which allows us to be able to send out information to the public almost instantly when something occurs. Unfortunately, this can sometimes be a bad thing since as we have seen, celebrities tend to say exactly whats on their minds and end up saying things on social media that they end up regretting and that we as PR people need to help clean up. For this reason it is also important to research new ways to help prevent those types of things from happening and to find new ways to clean up these problems.

In terms of dealing with your brand, according to Jessica Lawlor from prdaily.com, #1 newest trend in social media and PR is to let your brands superfans help do your marketing/selling for you. From what I have learned in previous courses in school is that public relations is now a part of the promotional mix which is a part of the marketing mix. We use research when marketing and we use research to figure out better ways to promote, so why would we not use research to better understand public relations especially when it relates to marketing and promotion? At the end of the day, “why do we breathe?” Of course the answer is to survive, so “why do we need research in public Relations?” Without proper research, you can’t expect a PR firm, sport organization, or business to survive.


http://smallbusiness.chron.com/research-important-strategic-public-relations-plans-15586.html, (How Is Research Important to Strategic Public Relations Plans?), Steven Symes

http://www.prdaily.com/Main/Articles/5_PR_and_social_media_trends_for_2014_15667.aspx# (5 PR and social media trends for 2014), Jessica Lawlor, november 26, 2013

Social media: The new hybrid element of the promotion mixW. Glynn Mangold., Business Horizons Volume 52, Issue 4, July–August 2009, Pages 357–365


Diversity Issues within Public Relations

Inclusion and diversity has become a very huge topic in the United States. Most people when they hear the word diversity ususally only assume race between blacks and whites or other races. What people forgot or maybe do not realize that when you talk about diversity, you have to include gender, religion, political standings, sexual identities and many other things. This means that there are potentially a lot of different people who may not have the opportunity to be included. With the United States becoming so diverse, it is definitely important that we get more diversity into public relations. It is really common sense because people tend to respond better when they are in a mixed group or at least have another person that is like them that they acn relate to. From a PR standpoint, say you are dealing with underpriveledge kids. These kids will most likely be able to relate better to someone who was once like them, maybe a minority who became successful, instead of listening to a wealthy caucassian or another race with someone who has never lived like them. Diversity clearly plays a big role. Diversity can also help offer different viewpoints in many things that we may not otherwise think about.

Public relations has seen an increase in diversity within the field. According to a 2010 Census, of PRSA’s 22,000 professional memebers, 14% of the membership identified themselves as Black, hispanic, or Asian, which would be 2 times more than 2005. With that being said, if you do the math that means that there are only 3,080 minority(by race) members and 18,920 white members. According to the Journal OF PUBLIC RELATIONS RESEARCH, between the years of 2055 and 2060 the majority of all people in the United States will be Latino, Black, and Asian. This means that these groups are strongly under respresented. Another problem is how much women get paid in PR. Women are the majority in the public relations practice (Hazleton & Sha, 2012) and they are underpaid compared to how much their male counterparts make even though many of the women have better qualifications and more experience in PR. This definitely can also hurt diversity in the field because people will not want to continue to join the field if they are underpaid and discriminated against.

In the end, diversity is an issue within many fields in the United States and I guess compared to how things used to be, it is all starting to become better, but is still a problem. Gaining more diversity within the Public Relations field will be very important in all aspects especially now when we live in a society where so many things are becoming accepted that used to not be. It is important that we keep finding ways to move forward and hopefully diversity will continue to move forward.


1. Dr. Bey-Ling Sha. “Diversity in Public Relations: Special Issue Editor’s Note” PRSA., June 17, 2013

2.Dozier, D. M., Sha, B.-L., & Shen, H. (2013). Why women earn less than men: The cost of gender discrimination in U.S. public relations. Public Relations Journal, 7(1), 1-21.

Copyright © 2000, Lawrence Erlbaum Associates, Inc.


Looks like I have been Tricked!!

So I find out I need to take a public relations class this semester. My first thought is this should be a piece of cake because one of my majors is  Sport Management and half of my classes have had different public relation units in it so I thought that I was familiar with what public relations was. Wrong!! I have been blinded by my sport classes to think that public relations was all about spinning stories and dealing with the media, but there appears to be so much more to it than that.  Now that I check out the syllabus, it seems that we will not even be touching public relations within sport so I guess I won’t be watching any interesting ESPN videos this semester on forms of good pr and bad pr, but instead learning about the business side of pr. Now I find myself sitting here learning new things that I have never learned or done before and getting ready to do a 40-50 page something client planbook! What have I gotten myself into haha?!? I guess I can not complain though. I feel it is always good to learn new things and who knows, this could be fun.

There does seem to be a lot of different career paths and jobs that you can get through public relations so this will most likely be a beneficial class for me. At least I am a peoples person anyway and on top of that I have aspirations of making it into the music industry and working with different artist and managers or trying to work in the front office of a professional sports team so I need to know what goes into Public Relations besides just looking good on TV or spinning a story to make someone else look good. I also plan on getting my masters in business and then a law degree as well so I am sure that I will be doing something in my future where I will have to do PR related things and I feel that a legal background has to go someone hand and hand with PR. I guess at the end of the day, though this is totally not going to be what I was expecting, I think I may actually enjoy PR and I guess I am constantly marketing and advertising for other things so this should not be too much different. Well until next time my friends.