This week the focus has been on why PR needs research and research methods. Throughout this journal I will explore research methods and how they may be used.
Research is an important tool for public relations practitioners. Almost every communication problem calls for varying degrees of research: fact finding, opinion assessment, message testing, planning, execution, and evaluation (Chia & Synnot.2009). It is important to understand there are two types of research, Primary and Secondary, both forms are useful for PR. Secondary research is using research that is already available to us, which is normally the first research conducted. However, today’s journal will focus on Primary research and more specifically formal research.
Formal research consists of quantitative and qualitative research. Qualitative research provides an in-depth understanding of issues, whereas quantitative research provides statistics and trends. Qualitative research is primarily descriptive, whereas quantitative research is predictive (Chia & Synnot.2009). Both forms of research are required for PR workers. The readings of this week, related to other readings I’ve done in previous weeks for Marketing as it also requires Formal research in its practices. The course content provides an example which includes both quantitative and qualitative research.
In Cambodia Forty five percent of women suffered from iron deficiency resulting in anemia. The Ironfish campaign was curious as to why the woman of Cambodia would not use Cast iron pots to avoid anemia. Through quantitative research they understood the pots were too heavy and expensive for the villagers. So the Ironfish campaign thought to place a lump of iron in their cooking pots, to provide the iron in their diet.
To see if the villagers liked the idea, the campaign created a focus group of willing participants. After multiple interviews, the Ironfish concluded that the villagers didn’t find a lump of iron in their cooking pots appealing, but they suggested shaping the iron into something more attractive. The most popular designs were a flat disc, a lotus flower and a lucky fish from the Mekong River. Through more interviews the “Lucky fish” was favoured (Sharp, 2013). Through Formal research these social workers changed the lives of many Cambodians.
This example shows not only how both examples of research are used but also how they can be used. In this instance the research was used for the greater good. If the story of the Ironfish intrigued you please comment, Thank you for reading!
Reference List:
Chia, Synnott, J, G, 2009. An Introduction To Public Relations And Communication Management . 2nd ed. 253 Normanby Road, South Melbourne, Victoria: Oxford University Press.
Sharp, B. 2013, “Marketing theory, evidence and practice”, Oxford University Press, Normanby Road, South Melbourne
Luke Harrison in the world of PR 