7.1 Research Questions

At the core of all public relations writing is research. You can’t write knowledgeably or persuasively about something without a clear understanding of it. Whether a new product, service, technological process or pressing social issue, the PR writer needs to develop an above-average understanding of what they are writing about to write convincingly and strategically about the subject. This information can be gathered through a mixture of primary research, including interviews, and secondary research, including accessing company materials, articles and academic studies. In most organizations, there will be experts or specialists who can help the PR writer understand what is being written about, but it all starts with asking and answering clear questions.

Both professional researchers and successful student researchers develop research questions. That’s because research questions are more than handy tools; they are essential to the research process.

By defining exactly what you are trying to find out, these questions influence most of the rest of the steps taken to conduct the research. That’s true even if the research is not for professional or academic purposes but for other areas of our lives. For instance, if you’re seeking information about a health problem in order to learn whether you have anything to worry about, research questions will make it possible for you to more effectively decide whether to seek medical help–and how quickly. Or, if you’re researching a potential employer, having developed and used research questions will mean you’re able to more confidently decide whether to apply for an internship or job there. The confidence you’ll have when making such decisions will come from knowing that the information they’re based on was gathered by conscious thought rather than serendipity and whim.

Narrowing a topic

Narrowing a topic is a process of working from the outside in: you start with the world of all possible topics (or your specific writing task/project) and narrow down until you’ve focused enough to be able to tell precisely what you want or need to find out, instead of only what you want to “write about.”

Process of narrowing a topic

Visualize narrowing a topic as starting with all possible topics and choosing narrower and narrower subsets until you have a specific enough topic to form a research question.

All possible topics – You’ll need to narrow your topic in order to do research effectively. Without specific areas of focus, it will be hard to even know where to begin.

Assigned topic – Ideas about a narrower topic can come from anywhere, but in the PR context, they will be based on the communication goals of your written piece, as determined by a communications plan or creative brief (or an informal set of communication goals relayed to you by a client or manager/director).

Topic narrowed by initial exploration – It’s wise to do some more reading about the narrower topic to a) learn more about it and b) learn specialized terms used by professionals and scholars who study it.

Topic narrowed to research question(s) – A research question defines exactly what you are trying to find out. It will influence most of the steps you take to conduct the research. A PR writing project may require answers to more than one research question. The best way to determine what these questions might be is to put yourself in the shoes of your audience: what do they need or want to know about the subject? What questions might they ask? What questions would a journalist ask?

Background reading

It’s wise to do some more reading about your narrower topic once you have it. For one reason, you probably don’t know much about it yet. For another, such reading will help you learn the terms used by professionals and scholars in the field of your narrow topic. Those terms are certain to be helpful when you’re looking for sources later, so jot them down or otherwise remember them.

For instance, if you were going to do research about the treatment for humans with bird flu, this background reading would teach you that professionals and scholars usually use the term avian influenza instead of bird flu when they write about it (often, they also use H1N1 or H1N9 to identify the strain.) If you didn’t learn that, you would miss the kinds of sources you’ll eventually need for your project.

Most sources other than journal articles are good sources for this initial reading, including the Globe and Mail or other mainstream news outlets, Wikipedia, encyclopedias for the discipline your topic is in, dictionaries for the discipline, and manuals, handbooks, blogs, and web pages that could be relevant.

After this upfront work, you’re ready to start developing the research question(s) you will try to answer.

Developing your research question

Because of all their influence, you might worry that research questions are very difficult to develop. Sometimes it can seem that way. But luckily, none of us has to come up with perfect ones right off. It’s more like doing a rough draft and then improving it. That’s why we talk about developing research questions instead of just writing them.

Steps for developing a research question

The steps for developing a research question, listed below, can help you organize your thoughts.

Step 1: Pick a topic (or consider the one assigned to you).

Step 2: Write a narrower/smaller topic that is related to the first.

Step 3: List some potential questions that could logically be asked in relation to the narrow topic.

Step 4: Pick the question(s) that most closely align with your communications goals.

Step 5: Revise the question(s) you’ve selected so that they are more focused and less vague.

Attributions

This chapter contains information taken from multiple sources:

• The Purpose of Research Questions, Narrowing a Topic, Background Reading, Developing your Research Question, and Regular vs Research Questions in Choosing & Using Sources: A Guide to Academic Research, which is used under a CC-BY 4.0 International license
• The Research Process in Business Writing for Everyone, which is used under a CC-BY-NC 4.0 International license.