| dc.description.abstract | This paper proposes to understand the degree / level of significance / importance that organizations place on research as a function of public relations. It shows how PR as a means of creating understanding, applies to all organizations whether commercial or non commercial, in the public or private sector, and is key among its activities is research. The paper first and foremost gives a background to research and its significance to PRshowing the connection between the two. The objectives, hypotheses, justification and scope of the study are outlined.
Using VON as a case study, the paper goes on to give a brief historical background of the university and demonstrates how an organization which places utmost importance in academic. excellence and indeed academic research mayor may not be placing high levels of significance to applied and practical research as related to PRo.
The paper presents the concepts of research and PR and emphasizes the utility of research as a PR function. It then gives a theoretical framework of the study and proposes to utilize functionalism theory to highlight in particular how research is an integral function of research, and how it can go a long way in achieving an organization's mission, vision and business goals.
The paper draws a lot from secondary literature - previous studies, academic books and papers, journals among other forms of written information in a bid to fill the knowledge gap as regards the topic of study.
The paper then proposes the intended methodology of data collection. It outlines a three thronged approach - desk research, qualitative, and quantitative methods to be utilized in achieving the objectives of the study. | en_US |
