Research in corporate communication

A Research refers to a systematic task which is conducted on the basis of the order to increase the rate of knowledge , including scienttific knowledge like biology, chemistry, culture and society, and the use of this stock of knowledge designing new applications . It is used to establish or verify the truth , confirming the results of previous work , solve new or existing problems , theorems of support, or development of a new theory . The research project will also be an extension of previous work in the field. To test the validity of the instruments , processes or experiments , research may imitate elements of the previous project , or the project in general.
Research on public relations is usually conducted by academics with a theoretical framework they build. At times, professional associations, public relations firms , and trade publications are researching public relations , although they usually do not do it from a theory  perspective. Most  researchers who conduct research on the profession are  to identify best practices and improve the profession.
people of public   relations who conduct  their tasks internationally have a need of conducting research. the conduction  of research  is much impotant  to  the field of  public relaions especially  for those who oparate internationally because research  helps them in the following;-
Marketing identification;  first thing you need to know when you promote a product or service  internationally is to know your  overseas market . Is your business targeted to young people or adults , male or female, students or professionals ? Market research involves a number of people more - you need to analyze the behavior , lifestyle, and preferences of your audience . Know the purpose of your business will help you determine what your message is and how to design such a way that your audience can understand and enjoy.
Recognition of the  media/channel  to  be used; You have to do research to find out media which can support your client, and those which do a lot of laps in the long term  and bring in the most returns in the shortest time. If you are looking to sell or promote on the field , you also need to study on the current events in the industry that can be useful for your PR campaign to stay. It also involves a bit of market research, because you know that it was one of your target audience. You would not run a press release as research shows that your audience does not read newspapers .

Research helps public  relations officer  to  meet  right decisions ; Through  conducting the appropriate amount of research, you will be able to effortlessly support your arguments and look confident doing so. As International Public Relations personnel, you should understand  that, you are representing your team and yourself. Make sure it  is a positive reflection by making informed decisions based on research. research allows you to identify threats and opportunities in  other countries and provides the information on which you can make informed decisions. The more accurate the information - the better the decision. PR research therefore reduces the risk involved in making these decisions. It also reduces the risk of not being able to make decisions because you did not have the information at hand
By Msele musa
BAPRM 42626