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The use of research by public relations practitioners: A study of selected organisations in Ghana

A study of selected organisations in Ghana

Albert Anani-Bossman
Pentecost University College
Fortune Tella
Christian Service University College
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The use of research by public relations practitioners: A study of selected organisations in Ghana. (2022). Communicare: Journal for Communication Studies in Africa, 36(2), 55-74. https://doi.org/10.36615/jcsa.v36i2.1569
  • Articles
  • Submited: October 11, 2022
  • Published: October 13, 2022

Abstract

The importance of research by public relations practitioners has been highlighted by leading scholars
in most developed countries. However, studies show that the use of research by practitioners
is more talked about than actually done. In Ghana, little is known about how practitioners use
research. This paper therefore attempts to add to the limited literature by investigating whether
public relations (PR) practice in Ghana is informed by research. Data was collected from 93 PR
practitioners 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 that
research 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 the
impact and outcome of research. Practitioners must therefore use a more scientific approach in
their research activities.

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How to Cite
The use of research by public relations practitioners: A study of selected organisations in Ghana. (2022). Communicare: Journal for Communication Studies in Africa, 36(2), 55-74. https://doi.org/10.36615/jcsa.v36i2.1569

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