An examination into the uses of and preferences for academic research by public relations practitioners : an honors thesis (HONRS 499)

For public relations practitioners, research plays a role in virtually every task they set out to accomplish. To be successful, research is conducted when writing key messages, planning a media campaign, creating measurable goals and objectives, and even when proving to upper management that a specific strategy will be effective. Yet, the value that professionals place on research, especially when an educator conducts it, is often questioned. This paper examines the uses of and preferences for academic research by PR professionals.