Journal article
Barriers to Public Relations Program Research
Journal of public relations research, Vol.12(3), pp.235-253
07/01/2000
Abstract
A mail survey (n = 300) of public relations practitioners assessed role orientations, research orientations, and perceived barriers to performing public relations research. The data showed 2 distinct but correlated groups of practitioner orientations (managers and technicians) and 2 orthogonal groups of research orientations (source orientation and receiver orientation). Budget was considered more of a constraint for management-oriented practitioners, with time and training more of a problem for technician-oriented practitioners. Supervisor interest and training were motivators to research for those with a management orientation. Client interest had no positive or negative associations with the perceived ability to perform public relations research. The results suggest that management-oriented practitioners appreciate the need for receiver-oriented data but may not communicate its value effectively when budgeting decisions are made. Technician-oriented practitioners, meanwhile, appear aware of the limitations of source-oriented practices but need further training to enable them to change operating styles.
Metrics
1 Record Views
Details
- Title
- Barriers to Public Relations Program Research
- Creators
- Erica Weintraub Austin - Washington State University, Strategic Communication, Department ofBruce E. Pinkleton - Washington State University, Edward R. Murrow College of CommunicationAndrea Dixon
- Publication Details
- Journal of public relations research, Vol.12(3), pp.235-253
- Academic Unit
- Strategic Communication, Department of
- Publisher
- Lawrence Erlbaum Associates, Inc
- Identifiers
- 99901131441001842
- Language
- English
- Resource Type
- Journal article