The use of research by public relations practitioners
The importance of research by public relations practitioners has been highlighted by leading scholars in most developed countries. However, studies show that the use of research by practitioners is more talked about than actually done. In Ghana, little is known about how practitioners use research....
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1569 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | The importance of research by public relations practitioners has been highlighted by leading scholars
in most developed countries. However, studies show that the use of research by practitioners
is more talked about than actually done. In Ghana, little is known about how practitioners use
research. This paper therefore attempts to add to the limited literature by investigating whether
public relations (PR) practice in Ghana is informed by research. Data was collected from 93 PR
practitioners using a survey. The results suggest that although research is used by practitioners,
the emphasis appears to be on media monitoring and content analysis. The implication is that
research cannot be fully appreciated if it is based solely on the amount of publicity received.
The value of PR in the eyes of management can only be enhanced if emphasis is placed on the
impact and outcome of research. Practitioners must therefore use a more scientific approach in
their research activities.
|
|---|---|
| ISSN: | 0259-0069 2957-7950 |