A Resurgence in Research
Mitch Marovitz, Ph.D., APR – UMUC Christopher Lawrence, Finn Partners Charles S. Cowdrey, National Cable Communications Sultana F. Ali, The Pew Charitable Trusts
Countless articles across the spectrum of communications professional and academic channels tell us that research is vital to our projects. It is the first step in many PR models. Our problem in the past has been getting clients—or our boss—to pay for research. Our panel will examine—from the point of view of PR agencies, communications industry association organizations, and non-profit research organizations, the role of research and the question of whether or not there is increasing demand for research-based communications. If so, why? Could convergence have a hand in this phenomenon? We’ll discuss the types of research our clients and bosses need and want, what it means to “do” good research, and how to best communicate the results of research. Finally, we’ll look at what an increased emphasis on research means for educational institutions as they prepare tomorrow‘s practitioners.