Dr. David Michaelson chairs the Institute for Public Relations Research Fellows, a body established by the Board of Trustees to provide overall guidance for our research program. Michaelson, President of Echo Research, also keynoted the 2009 International Public Relations Research Conference. His theme: “Setting Best Practices in Public Relations Research.”
It’s my own view, based on five years leading the Institute and before that a long career in practice, that PR people who understand research and its uses will rule this field far into the future. You already see it in the caliber of people who today hold the most senior jobs in our profession. So the question is – why don’t more public relations people get it?
Michaelson cites many possible reasons. Lack of resources or management commitment. Cost is often a barrier. But most of all, Michaelson argues that too many practitioners don’t understand – or are intimidate by – best practices and fundamental research principles.
So he outlines 10 best practices for public relations research in two key areas:
Research Methods
- Clear and well defined research objectives
- Rigorous research design that meets highest standards of research methods
- Reliable research results demonstrated by statistical testing
- Detailed supporting documentation for full transparency
Quality and Substance Of Findings
- Demonstrates effectiveness of public relations activities
- Public relations outputs linked to outcomes
- Findings aid in development of better communications programs
- Data demonstrates impact on business outcomes
- Cost effective
- Applicable to a broad range of public relations activities
Each best practice incorporates a guideline to help researchers and practitioners make smarter choices. They’re right here on the Institute’s website – and your thoughts are welcome below.
Frank Ovaitt
President and CEO
Institute for Public Relations
Dr. Michaelson’s 10 Public Relations Research Best Practices firmly establish the correct public relations research environment and philosophical underpinnings. Coupled with these I would also like us to consider the need for a third key area focused on some of the scientific peripheral structure associated with research best practices- perhaps best titled “Rules”, “Processes” , “Structure”, or some other aptly descriptive title. The “Research Best Practices” effort needs an established set of generally accepted process principles to ensure a continuity of methodology. Examples of this might include:
1. Rigorous adherence to the scientific method (which may need further clarification and definition for nascent public relations researchers).
2. Insistence on a generally agreed to presentation philosophy and a standard set of visual presentation guidelines, as championed by visual information presentation guru Edward R. Tufte (i.e. Best- of- Class presentation formats).
3. Guidelines for development/adaptation of, utilization of, and acceptance of, evolving research tools; such as Alan Kelly’s Playmaker Standard (Gaming and Simulation Theory), Dr. Steve Corman’s (University of Arizona) Centering Resonance Analysis (CRA), or the development of a Grunig-Hon Relationship “Index”.
Well, I think best practices of PR incorporates several elements which in one way or the other assist researchers and practitioners make proper decisions so to speak.