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Back to basics: Analysing the use of research in government public relations campaigns

Xavier, Robina J., Patel, Amisha M., Johnston, Kim A., & Sambath, Vathany (2004) Back to basics: Analysing the use of research in government public relations campaigns. Asia Pacific Public Relations Journal, 5(2), pp. 1-12.

Abstract

Public relations plays a critical role in the public and private sectors. To be accountable to government and business, effective public relations campaigns must begin with strong research to guide campaign development. In government and business settings, public relations practitioners use research to define the organisational problem, set appropriate and measurable objectives for campaigns, and identify appropriate strategies.

Despite its recognised importance in the academic literature, a major study of Australian public relations campaigns and public relations practitioners’ attitudes towards research in the early 1990s established that research was still talked about much more than it was practised.

This study uses the Public Relations Institute of Australia Golden Target Awards collection to examine how Australian government public relations practice uses research in campaign development compared to other categories of practice. The study develops baseline measures of the nature and scope of research methods used in 120 awards submissions from 1997 to 2001. This paper provides an empirical foundation to consider the contribution of different types of research to campaign planning, and examines the consequences of such contribution for government public relations in demonstrating its value.

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ID Code: 11159
Item Type: Journal Article
Additional Information: The contents of this journal can be freely accessed online via the journal's web page (see hypertext link).
Additional URLs:
Keywords: public relations, campaigns, public affairs, government
ISSN: 1440-4389
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2004 (please consult author)
Deposited On: 10 Dec 2007
Last Modified: 29 Feb 2012 23:08

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