Women in Public Relations [book]

Larissa A. Grunig
2013
As research into Public Relations progresses, the problems that have arisen between the world of academics and professionals of this activity are revealed. It is evidently far from being a profession based on research, at best, professionals are interested in short-term research, and especially the effects of communication and its incidence on marketing. On many occasions, this is done to give credit to the investment made in PR, aiming to show that these investments are more profitable than
more » ... profitable than advertising. Academics are more critical than professionals, but they should consider that their research must also offer applications for professional activity. But, on the other hand, if researchers do not think theoretically before measuring something, they will not achieve useful or valid results. In the area of organisations, reference is made to the contribution made by Public Relations in terms of the general effectiveness of the organisation. In this aspect, it has become patently evident that research has helped us to develop a global theory of Public Relations Excellence, and its general principles can be applied to several cultures. Key words: publics, organisations, public relations and research, excellence and globalisation. Resumen. Investigación en relaciones públicas: estado actual y nuevas orientaciones Al hilo de la investigación en Relaciones Públicas se van desvelando los problemas que entre el mundo de los académicos y los profesionales de esta actividad se han ido suscitando. Queda patente que está lejos de ser una profesión basada en la investigación, como mucho, a los profesionales les interesan las investigaciones a corto plazo y, en especial, los efectos de la comunicación y su incidencia en el marketing. En no pocas ocasiones, se hace en función de acreditar la inversión dedicada a las RR. PP. Y trata de explicar que sus inversiones son más rentables que la publicidad. Los académicos son más críticos que los profesionales pero deben tener en cuenta que su investigación también tiene que tener aplicaciones en la actividad profesional.
doi:10.4324/9781315045573 fatcat:gcwvgo3jbnfrvnt6ipmmgv2apq