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use of research by public relations practitioners

The importance of research by public relations practitioners has been highlighted by leading scholarsin most developed countries. However, studies show that the use of research by practitionersis more talked about than actually done. In Ghana, little is known about how practitioners useresearch. This paper therefore attempts to add to the limited literature by investigating whetherpublic relations (PR) practice in Ghana is informed by research. Data was collected from 93 PRpractitioners using a survey. The results suggest that although research is used by practitioners,the emphasis appears to be on media monitoring and content analysis. The implication is thatresearch cannot be fully appreciated if it is based solely on the amount of publicity received.The value of PR in the eyes of management can only be enhanced if emphasis is placed on theimpact and outcome of research. Practitioners must therefore use a more scientific approach intheir research activities.