Public Relations

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persuasion and attitude change, political science. T communication .... ____ _. Theses. Dissertations. Systematic test of principle. Social Science Methods for.
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7^T~-------- -------- ---------------- -------------------®'-«u,lg KonaJd M. Hiekson **unlg uxad Monald BS. Hickson

fn Evaluation of ^valuation of Researcli -Public Relations Public

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arjij ^^search and^pH1' anrf^H'' re^*lons education funded by the Foundation for Public and rj°nS ^esearch u„_ -• tsSedations ^^^’dations n, ui- UCa^on evaluates the is ye. on literature and IflUbtia theses literature iArtH ^‘•*0725 OTT pubV Otjhf' t k»*i5 published fji^wnsrlcK research tCjeH/Ln ich, if ^hich, jf •(.1C P®^3dons Radons Society Society of of America America has has developed developed aa code code of of ethics ethics ^iorial no 1^ COU^ f^e fully sional fo^y enforced, would meet the need for a set of profesfiovvevej. rrnS,', ^vofopment fiOtyever ^^'^^Jopment of a scientifically researched body of knowledge, VV{)erp' Wl Wherp" necessary for the further development of the profession. profession, ^nd pnr and enf as Practitioners, through their professional associations, can develop urOrce cat ®f norms, _____ they .I _____ UoirodofhpnotUmp northe fhetime financiaf^^^ hme nor the '"■ancial rCC 9a^ se*: generally have fin ^ndy k°dv nf ,suPP°rt ,®’^PPnrt to conduct research to systematically test and develop a ^cademacadpm- ■ knowledge.. fn. In> most professions that role has been given to the ° cnr,JC conJ^ Comrnunity ^onimunity or to research institutes. It is the job of the academician acadernician duct research and to disseminate that newly-developed knowledge to ^®uct 31

Put>lic Rclaiions Rcla-tioMS Review Public

throng!^ through learn relatif the next generation of practitioners, ;^ho in Wrn ina the next generation of practitioners, kc ici"*' ;ng how to apply that knowledge in speafic s® b ds of P’^ P^ J^ic ^ic trai^Jl8 specific situa Grunig has shown, in a study of more Grunighas that acade^,. acade^r- & ^ departments in the BaltimQre-WashmgtQn^^/^^.^,, of ^ Pr^ jartments m A departments in me the Daunnuic-v^o^.^o—ot ? t'*' in public relations is related to the Pro e!sl.nnai attitudes or i’, reCeiv 5”^°^!®'.^^-! ot^, j.ecei^ found that few practitioners displayed profes generady generally levek^, . ieVel,^ in professional organizations, but kut that those w , or master _.tio0 ^f specialized training in public relations at the Jk ®of . .on 0f the ^SS, ^grica ^ & iointi-^mmission ,-^Tv,mission ^ cnCiety Sockty °f ^ relad0*' relad®’^ A commission of the Public Relaticms Relations ^f^atlon -grade _grade pukk^ puhl'c Education in lournalism and the Public Re*' a* *5 frowevet as however prograrri designed o upgr recently completed a program good/ ‘b'o*'0' education.^ Courses and programs are a^c t study> gtudy^ lhere them ‘w*°' botiy knowledge available ayailable to be taught in them. The pr „ earch g-^j-ch 1° to “'e tho :TnPr°ve . pro'^® aoademi designed to evaluate the contribution of acacleml „ t0r v^ays way5 to ^ knowledge in public relations and to make sugges i1 and stimulate such research. Relations Public Relati°nS A Definition of the Body of Knowledge in c-ill upvam _u of human humar* „igvam It might be argued that public relations encompass encotnpass f^nowledg®Jf ^nowledg6 * fjodV ^odV and that it is impossible to define the limits of a bom/ i^oy^ juries iarjes to m tn -fjli ^li to the field. If, however, we define practitioner, then o r arneV/ork( .^gy/orks ” P enC of knowledge can be clearly established.4 established.'* Within t is IS . fluen relations knowledge should encompass: encompass; j. ,u ,u v.or vior that im* inn (.^ (1) public (1) Those Those aspects aspects of of organizational organizational structure structure and and be be ^ a uhlic re*a a or determine public relations management, the behavior ^^^inicate _^utbcate °r or practitioners, and the propensity of the organization to co _ to communicate with publics. .•r.ne„ collect'ofl; colloc'''°'^^ (2) anic* or reaC (.2) The behavior of human beings in publics: publics; the ’nniq ^^. as ^g a areac people that arises in probtem, jegutn' m response to a common need, neea, or oi problem, f ^ g . ^js rp2arm regar to the common consequence of someone else's behavior, m ^at beh®'^ behaV all all of of human human behavior behavior is is relevant relevant to to public public relationson relationson y " characteristic of people who are part of publics. . 1lations ^tions r°H fof (3) Communication theory which relates to the public re, bc inclum incl facilitating communication between organization and fS to theories of message construction, media use, and procedures w 0f of v make it possible to construct a clear picture of the publics p ^ a( (e.g., listening procedures or survey research) or to dissemi picture ,, •• rr in picture of of the the organization's organization's point point of of view. view. iir p (,4) Factors that lead to professionalism and ethical behavio relations practitioners. , uiir — ssu (5) The possible relationships between organization and pubh ^or conflict, cooperation, understanding, or agreement — and the ta cause them to occur. (6) The historical and legal context of public relations. ,i ha Research which relates to each of these categories of knowledge ^ conducted in a number of social science disciplines. However, ht

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