Research: The Key To Success In Public Relations

Without research in Public Relations we would be unorganized and blind to what our competitor, and our target audience is all about. Walker states that the practice of public relations relies on research to identify features of its target publics, and its purpose is to inform, influence, or communicate with these groups. Walker mentions that it is essential for campaigns to require the collection, organization, and analysis of data to make adequate decisions and enable the right action (Walker, 1994). Although Walkers research was published in 1994 I feel as though some things will never change, and that is the need for research in Public Relations.

Public image of an Organization. This is one very important reason as to why research in Public Relations is greatly needed. As leaders of a business or non profit organization it is important to hold a certain positive image. Of course your going to be biased with what you have created into the organization but how will you know if others feel the same way? Research! With research you are able to know if your business or organizations public image needs improvement. Research also gives resources available to the organization such as information about any liability or possible threats that could jeopardize the organization, which then allows the leaders to take action and plan how the problem will be resolved (Symes, n.d.).  This brings me to my next point as to why research is so important in public relations, competitors.

Ashley Neal states in her blog that in order to make competitors notice what their up against, you can make yourself noticed first through research. Research surrounding  local journalists, bloggers, and news reporters. This way you show them that you take interest in what their passionate about (Neal, 20212). And who knows, someday, you scratch their back, they scratch yours. Knowing outside resources can be helpful when one of your main goals is to raise awareness of your business or organization. Competitors out there need see what their up against.

Neal, A. (January 18, 2012). How To Make Your Competitors Green With Envy. (Web log). Retrieved from

Symes, S. (n.d.). How Is Research Important to Strategic Public Relations Plans. Chron. Retrieved from

 Walker, F. G. (1994). Communication Public Relations Research. Journal of Public Relations Research, 6 (3)141-161. Retrieved from

Diversity, The New Colors of Business.

Take a minute to look around. See anything different? Do you see more Caucasian people than African Americans? More Latino than Chinese? Why would you when this is where you live your everyday life? The world we live in now is what we know. Now, imagine. Imagine in roughly 40 years it will all change. I had never thought that diversity in the workplace was such an issue until today.

As diversity issues in the workplace are increasing, so are demographics. How these are related you ask? Changing demographics in the United States are predicting Caucasians to be the minority by 2055 or 2060. Hispanics, Asians and Africa Americans are expected to be the majority. Who could have guessed that? This only proves that the workplace is becoming more heterogeneous. Not only people of color, but also gays, lesbians and the disabled are making a stand for employment, the workforce cannot afford to overlook these individuals (Hon, 2000). You are probably wondering what this has to do with Public Relations. Well, an easier way to look at this situation would be to recognize that the more diverse people you have working in your environment will only bring more diverse ideas to the table. A wider range of ideas will give your company a better chance of succeeding. Hon states that there is a growing sentiment that diverse employee teams outperform homogenous teams of any composition. Homogeneous groups may reach consensus more quickly, but often are not as successful in generating new ideas or solving problems, because their collective perspective is smaller. (Hon, 2000)

So, How can we improve diversity in the workplace? According to the Bureau of Labor Statistics, as of 2011 advertising, marketing and public relations jobs are held by a total of 8.7 percent African-Americans, Blacks, 7.3 percent Asian Americans Pacific Islanders and 15.3 percent Hispanics/Latinos. Howley states that there needs to be an increase in diversity at the top in order to see change. This means having more ethnic minorities who are executives and key decision-makers. By doing this, we can create a more diverse working environment, which means strategically successful campaigns that ultimately produce mean a greater return on investment (Howley, 2013).

In Gallicano’s article it is stated that practitioners have used several strategies in the workplace to overcome these challenges. A key strategy is having a mentor, which is “essential to the empowerment of minority public relations practitioners”. Other strategies, resilience to discrimination, quitting, demand respect, educating clients and supervisors (Gallicano, 2013).

Gallicano, T. D. (2013). Millennials’ Perceptions About Diversity in Their PR
Agencies. Public Relations Journal, 7 (2), 37-70. Retrieved from

Hon, L., & Brunner, B. (2000). Diversity Issues and Public Relations. Journal Of Public Relations Research, 12(4), 309-340. Retrieved


Howley, S. (2013) Diversity In The PR Industry: A Lot More Work To Be Done.
The Holmes Report. Retrieved from

The world of Public Relations

The world of public relations is most seen upon those who do public relations. Not those who see public relations. Behind the start of Fundamentals of Public Relations 220 the idea of communicating to the public seemed clear to me. Sugar coating a problem with the  purest, whitest, and sweetest of all sugar, right?, wrong. I considered public relations to hide all bad evidence of a bad situation and replace it with a better written script of how it will be handled and all efforts to make the situation disappear with time. My view of Public Relations was of such little knowledge that when entering my Advertising 220 class I was reopened to a new world of Public Relations ever imagined with more skills and abilities I didn’t know existed.

Now that my eyes have been opened to a new world of PR I am excited to see what information I learn next. I have learned that Public Relations includes research and analysis, communication, and programming! PR activity is deliberate and is designed to influence, inform and gain feedback. PR is planned and organized, solutions are discovered and logistics are thought out. The purpose of PR is mutually beneficial because it provides alignment of self interest with the public’s concerns and interests. My mind is just streaming with new concepts and details about PR that I didn’t know existed! I wont give too much away right now, but knowing more about public relations has made me realize that a world without color can be easily painted with what your passionate about.

From here I am planning on discovering what more there is to PR and what I can do with what I learn about PR. I want to know everything and anything. Reading articles assigned in class and class lectures will be my first steps to knowing more. Following and re-tweeting professionals can allow me insight to the PR world and becoming an avid blogger like many others out there will allow me to become known!