Plank Center Fellowship Series (2 of 3): A Research Refresher Improves More than just Skills
By Dr. Brittany Rowe-Cernevicius
RACE, ROPE, RPIE or ROSIE—whichever acronym you recall from your “Intro to PR” class, most likely you remember it begins with research and ends with evaluation.
Getting students to understand the key role that research and evaluation play in the public relations process is sometimes difficult. Often students want to jump right in and start planning the tactics of a campaign before they know anything about the situation their client is facing or the audience they are trying to reach. Students also sometimes struggle with the fact that they need hard data and evidence to determine whether or not their communication efforts were successful.
I was excited when DEVENEY asked me to talk about research and evaluation as part of their weekly lunch ’n learn series because I usually teach the research methods course in our PR major at Westminster College. One of the main goals of The Plank Center Fellowship for Educators program is to enhance educators’ and practitioners’ professional development through the exchange of ideas. The goal of the lunch ’n learn was to have a brief refresher course as part of the DEVENEY team’s professional development.
We reviewed several models of public relations research, talked about the importance of using research to establish SMART objectives, and discussed where PR research may be headed.
Week two focused on applying the Barcelona Principles and discussing ways to get clients to shift away from AVEs as a measure of success.
During the lunch ’n learn workshops we had great conversations, and I appreciate the DEVENEY team’s willingness to share their experiences from the field. I also saw how they put research and evaluation into practice on a daily basis.
Even though the main goal of the lunch ’n learn workshops was helping the DEVENEY team refresh their research and evaluation skills, it accomplished so much more. I also walked away feeling refreshed and ready to tackle the upcoming school year. My time in New Orleans has given me a new perspective of the field of public relations, new ideas and new experiences to share with my students, and ultimately, it’s their educational experience that will be improved.
Brittany Rowe-Cernevicius is an Assistant Professor of Public Relations at Westminster College. She also serves as the adviser for Westminster’s PRSSA Chapter.