Sunday, 15 May 2016

IMPORTANCE OF RESEARCH 
BY KIDENDEI SEGERETI
Issue Management is the process of anticipating or monitoring situations to identify issues, analysis such identified issue, taking steps to resolve the issues and then communicating about the steps taken to the target stakeholders (Botha et al, 2007; Tench & Yeomans, 2006)
In other words, in issue management, Corporate Communication Managers conduct researches for the purpose of identifying potential problems and taking actions to solve such identified problems before they evolve and become crisis.
Many public relations practitioners count communication and strategy as the most valuable skills in their field. But in practice, one cannot put those skills to good use without a foundation of research and information gathering. The following are the importance of research in international public relation;
Research is important because it help in finding potential market. On the first thing a public Relation manager needs to know when promoting Public Relations activities such as organization products or services is who your market is. Are you selling the product to teens or adult, males or females? Market research involves more than demographic, Public Relation practitioner need to analyze the behavior, lifestyle and preference of your audience. Through conducting research, knowing your target market will help to determine what the message is and how to design it in a way that the audience can understand and appreciate.


Research makes communication two-way by collecting information from publics rather than one-way communication, which is a simple distribution of information. Research allows a Public Relations practitioner to engage in dialogue with publics, understanding publics believes and values and working to build understanding on their part of the internal working and policies of the organization especially in the International Public Relations activity.
Research is important because it gives direction to deal with a specific problem. Whether the problem is thoroughly solved or not is not the forte of the research work. Accumulating amicable and all the possible solutions hypothetically are in itself considered a commendable achievement. When go global in international public relation, it is important for a public relation officer to conduct a research in order to identify a particular problem or issue in order to know how to deal with it or to know the specific environment in which he/ she will conduct his/her public elation activities.
Research is important because it increase our knowledge. When conducting a research a public Relation Officer not only identify a certain problem but also increase his/her knowledge on that particular problem/ issue especially in the International Public Relation, we increase our knowledge through different culture and politics i.e. rules and regulations of a particular place. Most of the organizations hire some of the employees to conduct either operational research which focus on on-going programs and business operations, or strategic research which concentrates on the issue of a long-term goals and marketing strategies.
Research is important because it enable prediction of future occurrence. Once a Public Relation Manager already know what the problem is therefore when finding means or solutions of solving the problems through research, it also enable to predict for the future occurrence. That means the Public Relations Manager can know future expectations of the company or organization through conducting research activity.

Through research Public Research practitioner know their clients/customers. When Public Relation practitioner present PR plans to a client/customer he/she should be prepared to justify his/her ideas. More over when going international on Public Relations activities, a public relation practitioner must know who their client/customer are which will help the organization in producing products/services that will satisfy their customers’ needs/wants.

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