International Issues in PR: Researching Research and Prioritizing Priorities

Abstract

Following on from the work of Professor Mark McElreath, this range-finding study used Delphi methodology to establish a research agenda of priority issues for public relations practitioners internationally. Drawing from 37 participants in 13 countries, the first stage of the research identified their research priorities, compared them to priorities identified in the United States through a similar study in 1989 and drew some initial conclusions from the new data. In the second stage, to enable wider comparative analyses, their responses were separated by country and grouped according to the level of economic development. This reordered data was used to explore the more qualitative research question that significant differences in priority issues would exist between countries based on their level of economic development rather than geographic or cultural variables. The interim analyses show results broadly in line with previous studies and suggest that further research would confirm the second stage attribution of difference to economics. Nevertheless, given that this is a pilot study with a small sample size, our main aim is the identification of questions for future research.

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