Why is research fundamental to the public relations process? Give examples of different research techniques which may be applied to obtain a variety of information in public relations planning.

Research is a fundamental part of the public relations process, and can be undertaken at any or all stages of the public relations process depending on the questions asked and the answers to be obtained (Johnston and Zawawi, 2004). It has been indicated by James Grunig in Macnamara’s Research in Public Relations: A review of the use of Evaluation and Formative Research” paper that a major contributing factor to the image problem of PR is the lack of objective, research methodology for evaluating PR programs. In addition to this it had also been duly noted that most public relations research is casual and informal, rather than scientific and precise as it is required (Macnamara, 2002).
This lack of effective and suitable evaluation has pressed practitioners to develop appropriate......

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Title: Research And Public Relations
Approximate Word Count: 643
Approximate Pages: 3 (250 words per double-spaced page)

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