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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