Any person in the PR field would primarily have to engage in maintaining and developing the relations between the people and the organization to promote growth, stability and smooth functioning of the organisation. This can include relations either between the organisation and its employees, other companies or the general public. A PR is often required to manage campaigns, fundraising, and many other activities for a cause. To do so, prior researches are crucial. A PR research can be either about funds, organizations, social expectations, or of any other kind. The relevance of these researches is exemplified by the fact that a lot of institutes provide for research training and many media sectors publicise some of the most significant and unique PR activities.
To carry out a PR research, different kinds of research methods can be resorted to. Some of these have been mentioned below:
1. Primary research: This kind of research focuses on gathering first hand information from the respondents.
2. Secondary research: This kind of research focuses on gathering second hand data from recorded data like from newspapers, documents, archives, journals, reports, etc.
3. Quantitative research: This research focuses majorly on research methods that are close ended and objective.
4. Qualitative research: It focuses on the use of open ended and subjective research methods.
5. Triangulation: This entails a mixture of both qualitative and quantitative ways of conducting research, as per the requirement of the answers the PR executive is seeking.
6. Applied research: This research focuses on the evaluation of a particular subject of concern.
7. Theoretical research: These researches are conducted on the basis of curiosity like whether the employees are comfortable in the office environment or not, or if they feel there is a need for any additional service, etc.
Different kinds of interview methods and surveys are helpful in carrying out these researches. But before carrying out any research, it is of utmost importance to select a sample through the chosen sample size and sample population by ways of probability and nonprobability sampling. For a PR to carry out his or her duties, he/she should first and foremost be able to identify where the problems lie. Once identified, he/she needs to plan how to go about it strategically and then act upon it. Having acted on it, the PR is required to evaluate the entire process and implement necessary actions. To be able to do this, these researches come in handy.
Almost all organizations today require PR services be it a Cancer institute, media, educational or profit organization. Thus, a PR needs to be well versed with modes of communication and planning strategies. Conducting these researches helps to avoid the possibility of biased evaluations and promotes a two way process of conversation through which both parties involved benefit. So, as you have gathered, the PR research is a well-planned and thought out way of functioning in organizations. Considering the kind of responsibility it is, you can earn around 28,750 pounds (average) annually, excluding benefits.