There are many different approaches to how to perceive public relations – whether you are focusing on the theoretical foundations guiding research and practice, or looking more towards the application of these findings strategically in communication message strategies and campaigns – both perspectives are absolutely important for public relations professionals. We have to look at both perspectives to get an integrated view of the profession and in our curriculum in public relations programs. We need to make sure that we provide these insights and knowledge with our colleagues and students so they have a balanced perspective of public relations. In 2009, I did a research paper at AEJMC looking at various undergraduate programs that were categorized as being either research-based, practitioner-based, or have an integrated PR program. The results were very interesting, and this presents an opportunity to have this discussion in both professional and academic circles.
So, I thought that it would be easier to explain these different perspectives and relate them to desserts (what can I say, I am a foodie! :)). So, what would PR Research be if they were a dessert? Well, I would have to say that they would be a very fabulous dessert. Researchers have to make sure that they have all of the ingredients, review what has been done previously scientifically and measure each ingredient accordingly – since one misstep in measurement could transform the creme bulee from being fabulous and contributing to the overall foodie experience – or it could be creme blah. Consistency in proper measurement of the ingredients, making sure that the environment is controlled, making observations on what worked in the recipe and what didn’t, and sharing these findings with other foodies and friends. However, there is an issue with creme bulee – it is confined to its glass container, can only be prepared a certain way, and is usually consumed as an evening dessert or special occasion. Sometimes research and theories fall under this same category – we sometimes limit ourselves in not exploring other implications and possibilities that we have with what we find in our studies, how they can be applied in the real world and profession, and be aware of a paradigm shift within the research and practice in public relations.
On the other side, I would have to say that PR Professionals are more like the traditional classic Chocolate chip cookie. They are rich, full of ingredients that come from various products, and they can be transformed into different desserts as well. People can have cookies just as they are – or they could add ice cream to the mix and make homemade ice cream sandwiches, or they can use cookies as part of making another fabulous dessert by adding different fixings and ingredients that make them unique and memorable. Plus, chocolate cookies are not just for an evening dessert in a particular setting or environment – but they can travel well, be presented at various functions and events, and consumed at all hours of the day. PR professionals are like this – working at an PR agency in South Africa in 2007, we had many different clients and projects we were working on – ranging from fashion to consumer products to corporations. This was exciting, new, and each day was different – the other thing that we had to do was tailor our personal skills and expertise in PR for their particular client. One of the challenges that chocolate cookies face is the fact that they can be integrated into various situations and transform into new and fabulous desserts – but are they not as prestigious as creme bulee?
Chocolate cookies (PR Practitioners) and creme bulee (PR Researchers) are both fabulous desserts (areas in PR) in my option, but some prefer one to another. However, the question arises, can a person fit into both of the worlds of PR Research and PR Practitioner? Can a person be both a creme bulee and chocolate chip cookie?
I say absolutely – and with the field of public relations evolving and integrating various disciplines into both research and practice, as well as incorporating emerging technologies – I imagine that we are going to be seeing a lot more creme bulee inspired chocolate cookies – or otherwise known as being balanced perspective PR professionals and researchers. 🙂
These are just a few thoughts on the subject. Hope you all are having a wonderful and fabulous day!
Best Wishes,
Karen
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