Page Turner, the blog of the Arthur W. Page Society, has published my posting regarding the three kinds of research in our field, and how that relates to the Institute for Public Relations’ Essential Knowledge Project. As articulated by Dr. James E. Grunig, the three kinds are:
1. Research used in the practice of public relations to identify publics, set strategies and measure results.
2. Research on the practice of public relations to understand trends, best practices, etc.
3. And research for the practice of public relations to develop broad knowledge about what works, when, and why.
Where can you go these days and not hear about the first kind of research? Conferences, trade pubs, blogs and water coolers. We get it (even if we’re not always doing it).
But when it comes to the second and third kinds of research – we all know many practitioners who barely give a thought to this kind of knowledge.
The Page Society is a professional association for senior public relations and corporate communications executives. Its mission is to strengthen the management policy role of the corporate public relations officer. So what can practitioners at the pinnacle of the public relations profession do to engage their colleagues in the search for the science beneath the art of public relations?