+ Descargar - Asociación de Investigadores en Relaciones Públicas

Palabras clave
Mª Teresa García Nieto: La investigación en las Relaciones Públicas.
Relaciones públicas, investigación, comunicación persuasiva, comunicación corporativa, tendencias en la
investigación, estrategias persuasivas, evaluación de la eficacia, responsabilidad social.
Abstract
The new scientific conceptions of public relations are built over the unquestionable pillar of the
research. This work provides an essential review of the literature contributions on the public
relations research and their methods, as well as their latest tendencies. The planning of any action,
campaign or public relations program can only be conceived from the precise and mutual
understanding between the organization and its public. But it is necessary to ensure that this
knowledge is true. Bernays in his classic book called Crystallizing Public Opinion, asked the urgent
need to go to the social sciences to provide to public relations of the scientific sources, guidelines and
methodological tools demanded by them. Since then, different authors have studied the research
processes in the implementation of the scientific method to the public relations. The comparative
analysis that occurs shows the existence of a paradox. The authors included in his writings the
reference to the excellent public relations model as a paradigm of optimization of the effectiveness of
public relations. The excellent public relations model is identified by the two way communication
and the balanced outcomes. It is the model of socially responsible public relations and requires the
study of the interests and needs of different social groups. However, with some exceptions, these
authors explain the public relations research process following the coordinates of a model of
asymmetrical outcomes, focused on the persuasive communication.
Key words
Public relations, public relations research, persuasive communication, corporative communication, research
tendencies, persuasive strategies, effectiveness evaluation, social responsibility.
Introducción
La investigación científica se manifiesta como una actividad esencial para el desarrollo de toda
acción, campaña o programa de relaciones públicas, planteada con unas ciertas garantías de
eficacia. La implementación de una investigación científica propicia la toma de decisiones
desde la base de la validez, la fiabilidad de la información recogida y analizada. Por ello es
necesario ser riguroso desde el comienzo y seguir las pautas científicas conducentes a la
obtención de unos resultados que reflejen la realidad del fenómeno estudiado. Definir con
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