Applied Research and Public Relations

Public Relations consistently utilises applied research methodologies in everyday practise. The work of a public relations professional requires close communication with clients and their target publics, with the ultimate goal of raising awareness of a particular product or service, changing attitudes toward the organisation, and changing the behaviour of relevant publics. Therefore, public relations relies heavily on two way communication, including feedback from internal and external publics.

Public Relations professionals may employ certain methodologies including both primary and secondary research. Primary research would include market research; gathering qualitative information, which may be acquired through the use of surveys, interviews and focus groups with publics.

However, to be a successful public relations professional, it is important to have a firm understaning of an organisation’s history, indentifying previous gains/losses or successes/failures. This research can also be primary if discussing issues with members of particular publics (including staff members) who have experienced organisational changes. However, secondary research may be required, such as; reading previous annual reports, analysing budgets etc.

Most public relations research aims to achieve a particular purpose, usually the success of a particular campaign in  relation to a organisation and the publics with which they wish to communicate. This directly relates to existing definitions of applied research.

Applied Research

When asked to conduct research for the topic of applied research, it was difficult to know where to start. By definition, research is a multi-faceted process of acquiring new knowledge through systematic inquiry. Research, therefore, aims to discover facts, formulate theories, and reveal reasoning for behaviours and social systems. Applied research is a practical and applicable style of research, focused on finding solutions to particular problems. These solutions have a purpose, such as applying the new found knowledge for the sake of improving the human condition, the environment or workplace productivity levels etc.

Applied research exists in contrasts to ‘basic research’ or ‘pure research’, which is the act of acquiring new knowledge for the sake of knowing. For example, mathematical reasoning for the sake of creating rules without any practical application is a form of pure research.

Essentially everyone who is participating in honours will be conducting various forms of applied research. Our honours thesis/project must identify a problem and then become analytical and solutions focused. When related to fields such as communications, applied research may be carried out through a wide range of methodologies including; focus groups, surveys, interviews, literary readings, case studies, questionnaires, online discussions etc.  in order to produce both qualitative and quantitative information.