Growing Need and Impact of Research in Strategic PR Management: An Overview of the Opinion of PR Professionals
There is no second opinion on the fact that in today's highly digitalized communication world, PR has emerged as an indispensable function in almost every organization regardless of its size and nature and it is the most important requirement for securing the desired outcome for every business policy or business initiative. It is also true that this profession is evolving everyday at an accelerating rate ever since the advent of Digital PR and various new and innovative forms of content messaging. But one should not forget the fact that no matter how experienced you are or how much skills you possess, the core is that until and unless you take help of research in planning and executing PR plans or strategies either by being updated about the current trends in information distribution or having an analytical data of the demographic profile of public or by conducting content analysis or readership studies etc, you cannot expect a desired outcome of your PR Programmes and PR strategies. The paper focuses on discussing the dire necessity of Research in PR profession taking into consideration the fact that in spite of its tremendous relevance and utility in increasing the quality of this profession, this still remains to be the most neglected area towards which the PR professionals are either indifferent or lacking in knowledge. The study highlights the various areas where research needs to be conducted in order to achieve the benchmark set in the profession and to get the desired results or ROI for every PR Programme or Strategy, finally leading to the building of a strong Corporate Image in the eyes of the organization's internal and external stakeholders. To substantiate the study, the paper employs Primary Research Method by seeking the opinion of PR professionals on the issue.
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