Importance of research in Corporate Communication.

Research can be defined as the systematic process of collecting, analysing, and presenting of data obtained from the field in a summary way to make others understand immediately, at the organizational level applied research is done to solve a specific problem facing the organization.  The following are some of the importance of research in corporate communication:

It helps in determining the institutional profile or corporate image in the public mind by ascertaining the attitudes of people towards an Organization how well they understand it and what they like and dislike about it. Through conducting image survey type of research it seeks to understand how well the company is known.

Research helps to know what motivates public attitude towards an organization. To understand the motives that influence an individual's opinion, it is necessary to explore the psychological factors that shape that persons attitude towards an organizations by conducting Motivational research. The public image of the a company may be affected not only by its own policies and action but also by the attitude of the public towards the industry of which the company is a part .Motivation studies are made to discover the underlying emotion factors that influence public opinion of a company or industry.

Research helps corporate people in seek answers to what publics think about a business or nonprofit Organization and why they think as they do, as well as their attitude towards Company, policies, practices, and products. In addition to determine the views of the publics as well as public opinions.

Research enables management to formulate policies that are acceptable to the public's .Research procedures that suggestions that lead to better products, services, and good relationship in Corporate communication make management aware of existing and potential problems and thus be helpful in determining objectives and strategies of corporate communication programs.

Research helps to reduce nebulous impressions of public opinion to specific likes and dislikes thus helping a company avoid mistakes in dealing with public's .It can reveal reasons for the public’s and suggest means of overcoming it by replacing guess work with the facts.

Research is highly effective tool for convincing management that the corporate relations field is important role in achieving corporate objectives.  Research can demonstrate that Corporate communication improve the company effectiveness and contribute to the critical bottom line profit.

CHAMI FRIDA A

BAPRM 42690