JOURNAL OF ADVANCES IN HUMANITIES Interested in submitting to this journal? We recommend that you review the About the Journal page for the journal's section policies, as well as the Author Guidelines. Authors need to register with the journal prior to submitting or, if already registered, can simply log in and begin the five-step process. CIRWORLD en-US JOURNAL OF ADVANCES IN HUMANITIES 2349-4379 <p>Authors retain the copyright of their manuscripts, and all Open Access articles are distributed under the terms of the&nbsp;<a href="">Creative Commons Attribution License</a>, which permits unrestricted use, distribution, and reproduction in any medium, provided that the original work is properly cited.</p> <p>The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations. The submitting author is responsible for securing any permissions needed for the reuse of copyrighted materials included in the manuscript.</p> <p>While the advice and information in this journal are believed to be true and accurate on the date of its going to press, neither the authors, the editors, nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein.</p> Growing Need and Impact of Research in Strategic PR Management: An Overview of the Opinion of PR Professionals <p><em>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. </em></p> <p><em>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.</em></p> Dr. Tanushri Mukherjee Dr. Manish Verma ##submission.copyrightStatement## 2018-04-26 2018-04-26 6 1 621 637