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Argument over how public relations should be
included in the decision-making process continues,
though the trend is that it is assuming
more responsibility as a management function.
As suggested by the last Delphi study, a
possible research topic could be on the training
needed by practitioners to make this contribution
more effective. Research in this area
has already been done in the United States
by academics such as Dean Kruckeberg, L. van
Lueven and Elizabeth L. Toth.
A practitioner commented on how research
into this area should focus on the ‘Return on
Public Relations (in the sense of the return on
communication vis-à-vis other management
functions)’ as it brings together management
literature with PR theory through the ‘linkage
between PR practice and corporate strategy’
thereby providing answers to the continued
discussion about the management capabilities
and requirements for PR practitioners.
An academic who is also an independent
consultant remarked that there is the ‘constant
need to monitor and review . . . (since) strategy
is misunderstood by PR practitioners . . .
(as they) sometimes have strategies which are
either aims/objectives or tactics’.
Public relations’ role in organizational
change
This was featured in the last report as an
important area for future research. The trend
in many industries is for consolidation via
mergers and acquisitions. Public relations has
to respond to this through proactive communication
with all stakeholders. New areas
in PR practice such as conflict resolution and
change communication have elevated the
strategic status of PR practice, especially in the
growth areas of issues and crisis management.
The measurement and evaluation of
public relations
This was considered ‘most relevant to practitioners’.
By providing better methodologies
for the measurement and evaluation of
public relations, the result would be higher
standards, amidst increasing demands for
more accountability. According to the research
results of a German academic, there is
currently low development in evaluation and
public relations, while a British academic
noted how for measurement, there is ‘already
enough there for practice to do it . . . if it
wants to’. The PROOF Survey, launched in
February 1998, and eventually a collaborative
partnership between PR Week, the IPR and
PRCA has set out definitive guidelines for the
use of research and evaluation in PR.
Technology and public relations
Academics envisage future research in this
area along the lines of ‘the role and contribution
of public relations to the growth
of e-business’ and the changing skills set of
practitioners, as industries conform to new
technologies.
A practitioner noticed how ‘there is a
great deal of confusion or misconception that
exists around PR and its role (in the new
e-economy). As New Media begins to affect
the way we communicate, do business and
indeed live our lives, there needs to be a realignment
of how public relations plays a
part and fits in with society.’ Current research
into the topic has been done by the Institute
for Public Relations in Florida. 4 The IPR’s
Internet Commission has also published a
report (Rush, 2000) on the impact of the
Internet on communication.
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors