Question

(1) Why is research important to the field of public relations?

(2) What role does fact-finding play in the practice of PR?

(3) What is the difference between qualitative and quantitative research? Please discuss some examples of each as they pertain to the field of public relations. What are the advantages of combining qualitative and quantitative research?

Answer 1

1. Public Relations (PR) depicts the way in which, the organizations try to connect and communicate with its consumers. PR facilitates the creating of brand image of the company. Research plays a very critical role in this regard. The PR is required to study and research about the inclination of the target consumers and then present the company in a way, that a likable image is created in the market. A likable image helps in establishing company’s connect and coverage with larger sets of consumers.

2. The authenticity and validity of any idea can be established by stating the facts. Hence facts-finding is a critical strategic process. In practice of PR, fact-finding helps in analyzing the inclination of the target consumers and the target market and helps in drafting a brand image and positioning of the company.

3. Qualitative research is based on written data or narratives while Quantitative research is based on logical and statistical mechanisms. In the practice of PR, both qualitative and quantitative research methods are important. The qualitative research can be based on studying the opinion and thought process of the potential consumer while quantitative research tries to back the consumer opinions on logic and facts. The combination of both the research methods gives a holistic analysis to the situation and helps the PR to come up with an effective plan for the company.