Synott (2009:130) defines two types of research: Qualitative (descriptive) and Quantitative (predictive. Qualitative research provides a thorough understanding of issues, and may be obtained through open ended communications (face to face or surveys). Quantitative research is focused more on statistics and trends, most easily obtained through set-question surveys and/or media content analysis.

Synott suggests that both forms of research can be useful and should be used during the three stages of a campaign: before (input stage), during (implementation stage) and after (impact stage). Sriramesh & Vercic believe that “predictive ability is the hallmark of good research and scholarship” (2009:39).

Research at the “input” stage is important in order to gauge public opinion or level of awareness of a particular issue prior to a public relations campaign. This provides a baseline from which to measure the success (or otherwise) of the campaign.

During the “implementation” stage, a public relations practitioner needs to be able to assess whether the campaigns objectives are being achieved. It is better to address any problems that may arise sooner rather than later. At this stage, the overall success of the campaign can hinge on the practitioners ability to recognise and rectify any shortcomings swiftly.

Finally, more research must be conducted at the “impact” stage. This is important for two reasons; firstly, it tells us if we have reached our objectives and secondly it provides insight into what did or didn’t work. This information can be useful in designing future campaigns.

Footnote:

While reviewing material on research in public relations, I was astounded by the number of PR practitioners commenting that they were given little to no time and budget for research. One blogger wrote: “unless the research cost nothing, it wasn’t ordered. One boss said “that’s why we hired you. Your [sic] the expert”.  Did anybody else find any evidence of this?

References:

Chia, J. & Synnott, G. (2009) An Introduction to Public Relations, Oxford.

Sriramesh, K. & Vercic, D. (2009) The Global Public Relations Handbook, 2nd Edition, Taylor & Francis e-Library (www.eBookstore.tandf.co.uk)

Online Article (2010): http://craigpearce.info/public-relations/setting-meaningful-public-relations-objectives-authority-interviewed/#comments retrieved 22nd August, 2010.

Everybody has their own opinion on what ethics is, but it is very difficult to define. I don’t mean difficulty in defining the term “ethics”, but rather the behaviour that one considers to be “ethical”. As suggested in this week’s reading, an individuals’ ethical perspective is influenced by many factors: their culture, religion, family upbringing and social affiliations.

Just as there are certain universal traits that are considered central to ethical behaviour for individuals (honesty, integrity, fidelity, loyalty etc) we can project these same attributes to our expectations of an ethical corporation.

Although the notion of Corporate Social Responsibility (CSR) was around long before the 1950’s, Carroll (1999) suggests that ‘modern’ CSR began with Howard Rothmann Bowen’s 1953 book, “The Social Responsibilities of Businessmen”. In it, Bowen states: “the obligations of businessmen to pursue those policies, to make those decisions, or to follow those lines of action which are desirable in terms of the objectives and values of our society.”

Contrasting this view is the likes of Milton Friedman who wrote in his 1962 book ‘Capitalism and Freedom’: “…Few trends could so thoroughly undermine the very foundation of our free society as the acceptance by corporate officials of a social responsibility other than to make as much money for their stockholders as possible.” (Anderson 1989:3)

It can be argued however that some organisations tendency towards Corporate Social Responsibility (CSR) is largely due to the evidence that good CSR equates to increased profits. Others (notably “The Body Shop”) seem to genuinely encourage CSR among its employees.

Public Relations Industry organisations such as the Public Relations Institute of Australia (PRIA) and the Public Relations Institute of New Zealand (PRINZ) have each developed a Code of Ethics for their members.

Elspeth Tilley (Chia & Synott, 2009:96) suggests that professional practitioners of Public Relations need to be mindful of the ethics involved in every aspect of their work: they must have a willingness to accept it as important, the knowledge to make informed decisions and the skill to apply their ethical knowledge.

References:

Anderson, J (1989) Corporate social responsibility: guidelines for top management. Retrieved from http://www.amazon.com/Corporate-Social-Responsibility-Guidelines-Management/dp/0899302726 on 15th August 2010.

Chia, J. & Synnott, G. (2009) An Introduction to Public Relations, p 96. Oxford.

Online Article: PRINZ Code of Ethics retrieved from http://www.prinz.org.nz/Site/About/Ethics/Code.aspx on 15th august 2010.

Online Article: PRIA Code of Ethics retrieved from http://www.pria.com.au/aboutus/cid/32/parent/0/t/aboutus/l/layout/l/layout on 15th august 2010.

Online Article: Strategic CSR Corporate Responsibility and Sustainability retrieved from

http://www.csrquest.net/default.aspx?articleID=13126&heading=The%204CR%20Framework on 15th August 2010.

Online Article: The Body Shop Australia | Skin care, Make up, Hair Care, Lotions, Community Trade retrieved from http://www.thebodyshop.com.au/Content.aspx?Id=6 on 15th August 2010.