Think about how much research you do before going out to dinner with a group of friends- what are the restaurant’s hours, do they take reservations, are there gluten-free options on the menu? If you were to head out with a group of 10 people at midnight, would you be likely to find a place to get gluten-free pizza by chance? No! Imagine being tasked with creating a PR campaign for a local restaurant chain- you would want to know as much as you possibly could about them before heading out in the dark hoping to meet their goals.
For me, research has always had an academic and scientific connotation. When I hear the word, I have violent flashbacks to a 30-page research paper I had to write in AP English Literature during high school. (Yeah, *shivers*) I picture a big stack of papers, trips to the library, and a headache from scouring online databases. This kind of research always made me feel like I had something to prove, rather than something of value to provide to others. Last year, I took a class about research in advertising- and it was a lot different. The research we were doing was intended to help create something new and impactful, not just to show what I know. While the information we found still came from scholarly journals and studies, we were using it to expand our knowledge, not just prove what we already knew. That’s exactly why research is essential in PR. You could be working with an incredible client, for an incredible cause, or with a cool product. But if you don’t know anything about the company, its goals, its publics, or what makes its product unique, your campaign will not be successful. Research eliminates doubt and can answer important questions in the early planning stage of a campaign, like your client’s reputation and who is/is not interested in a product. This is all information that can be gathered through varying degrees of research. I’m not just spitballing when I say that research in PR is different- attitudes towards research in the field, and who does it, is different from traditional research. An important 1988 study that “surveyed 945 practitioners in the US and concluded that ‘most public relations research was casual and informal, rather than scientific and precise’ and that ‘most public relations research today is done by individuals trained in public relations rather than by individuals trained as researchers.’” This is not to say that the kind of reasearch we do in PR isn't extremely valuble, accurate or "scientific." However, the nature of the field is often more concerned with public attitudes and perceptions of a brand or cause than quantitative data. It’s about what that data represents, rather than the exact numbers. Research is also important for evaluating and establishing KPI. This was something I was curious about- I never have been a numbers person, and being new to the field, I didn’t know how one would go about setting KPI expectations. Of course, it’s just another important role of research in PR. This is such an essential part of PR and early decision-making in a campaign, and research is key to setting achievable goals, as well as reaching them. We often lose sight of the role research plays in our day-to-day lives- be it in the activities we will be doing or the advertisements we see on the side of the road. When we limit our definition of research, we limit our final product. In PR, research is part of the creative process, and allows us to not only learn, but to create something unique and has an impact on the public.
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Considering the definition, value and breadth of an education in public relationsOn the first day of class, we were asked if public relations is a one- or two-way flow of information. I took a gamble and said one, which was wrong. I was wrong because I don’t really know anything about PR yet, I don’t feel like I could answer questions about PR, let alone go out into the world and “do” PR. Nevertheless, I am excited to be the person that can. This uncertainty is a new feeling for me, and I don’t like it. I’ve always been someone who identifies with what they are doing, strongly. I could talk for hours about the first amendment, the article I’m in the middle of writing, environmental issues, or ways to become more sustainable. I am passionate about being a high-achieving student, an advocate for environmental issues, and a journalist, and I feel that those roles are what make me who I am. When it comes to PR, I still feel uncertain about my future in the industry, but I am starting to understand the value of learning about the field and developing the skills of a PR professional. I was drawn to minor in advertising and PR at Grand Valley because I am fascinated by the power communication and language have to influence people and events. As a journalist, I’m chronicling decisions people make and the impact they have on others and the world around us. In journalism, you’re not supposed to include your own opinion or persuade someone to think a certain way. My understanding is that in PR, you are supposed to use language and communication to influence a public: to bring people to a particular conclusion, make them feel a certain way, or drive them to make a certain decision. It’s interesting to me that the same tools can be used to achieve different goals but also work together to share information. It’s important to recognize the impact you can make working in a communications field like advertising or PR. PR stands out to me specifically because of the two-way flow of communication it facilitates. Unlike advertising, PR invites a dynamic response to feedback from the public. This is incredibly valuable- as a communicator of any kind. Something that I feel strongly about is that my career will allow me to make a difference. When I was younger, I thought that meant changing the world and winning a bunch of awards. The older I get, the more I realize there are so many other ways to make a difference. This week, I reflected on the potential I have to make a difference as a PR professional- empowering a client by helping them grow their dream business or working with a nonprofit organization on a cause I am passionate about. The Moddest Co. campaign that we will be working on in class is super exciting to me because it’s a business I could see myself supporting- woman-owned, ethically sourced, with a goal of reducing waste. This is the kind of client I would love to have the opportunity to work for in my career. PR is one of the fastest-growing fields today, and as environmental impact and sustainability continue to become a concern for large companies as well as individuals, I know that my skill set will be valuable. In fact, the demand for environmental public relations specialists is expected to grow by 12% over the next ten years, but the number could increase as public interest and environmental issues continue to grow. Finding a job is a huge source of anxiety for me as a student, so it's reassuring to know I have these options. However, I know that my first job out of college isn’t necessarily going to be the perfect fit. Heck, a study in 2013 found that only 27% of college graduates work a job closely related to their major! Ultimately, the skills I take away from my coursework will benefit me much more than a specific degree. I can see applying what I learn in a PR course to work as a journalist or environmental activist- two positions where one must communicate to the public, and most importantly, listen to their response. To my fellow PR students and professionals- I'm curious to hear about a time when what you learned from the PR world came in handy in another part of your life! Was it clear to you that it came from a class or work experience, or just who you are as a communicator? In the here and now, I am so excited (and admittedly a little scared) to put my skills to the test on a campaign. I know that my perceptions of the field are going to change, and I hope that through that process, I can begin to visualize a career in PR and learn more about the industry. Ultimately, I know that the communications skills I develop in my PR in my courses will be valuable in any career I may end up in down the road. Categories |