Public relations research priorities: a Delphi study

Tom Watson

67 citations0/0 files storedJournal of Communication Management

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Public Relations and Crisis Communication Corporate Social Responsibility Reporting Corporate Identity and Reputation

Abstract

Purpose The purpose of this paper is to identify and rank the most important topics for research in the field of public relations. An associated outcome was to propose the research questions most closely linked to the prioritised topics. Design/methodology/approach An international Delphi study on the priorities for public relations research, conducted in 2007 amongst academics, practitioners and senior executives of professional and industry bodies was used to investigate expert opinion on research priorities for public relations. This choice of qualitative methodology replicated earlier studies by McElreath, White and Blamphin, Synnott and McKie, and Van Ruler et al. Findings The role of public relations in the strategic operation of organisations, and the creation of value by public relations through social capital and relationships were ranked most highly. Some outcomes were comparable with earlier studies; for instance, evaluation of public relations programmes ranked third in this study and was amongst the leaders in the Synnott and McKie study. Only the topic “management of relationships” was wholly new, whereas “impact of technology on public relations practice and theory” ranked much lower than a decade ago. Research limitations/implications The Delphi study method is a small scale qualitative process which limits generalisability, unless the choice of “experts” and their active participation can demonstrate that there is validity in its outcomes. Practical implications The research gives valuable insight into the main public relations research areas and will allow academics and practitioners to work closely together to improve understanding of public relations. Originality/value This is the first completed Delphi study into public relations research priorities since Synnott and McKie.

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References

2006Consulting the oracle: ten lessons from using the Delphi technique in nursing research 1996Gazing into the oracle : the Delphi method and its application to social policy and public health 1994The Delphi technique: a worthwhile research approach for nursing?2004Rediscovering what PR managers do: Rethinking the measurement of managerial behaviour in the public relations context

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