Researching Public Perception of an Organization and its Actions
Research elucidates that decision-making is largely based on human emotion, be it rational or irrational. Outside observers may not easily explain the resultant behavior. This is precisely why public relations professionals must make evidence-based planning decisions to protect and serve their organizations. Rather than relying on gut-instinct, public relations researchers must measure the prevailing opinions of key publics toward organizations in order to maintain long-term relationships. Evaluation of actions, both past and present, can inform organizational communication strategy moving forward. Public opinion on potential future tactics can help determine which options would best serve the organization in specific situations.
Deciding when it is appropriate to poll public opinion on behalf of an organization is the first step of conducting public relations research. As an issue or crisis increases in complexity, so do the potential solutions. This requires more carefully disseminated messaging, as it is all the more difficult to effectively convey resolutions when public emotion runs high. This may be prevalent in cases when people feel threatened by perceived danger to their safety, health, homes, economy, and environment. Understanding the public rationale for risk assessment is the best way to break through fear barriers and change attitudes.
Public relations specialists often construct survey instruments to quantify public opinion. Using quantitative and qualitative primary research methods can untangle situational misconceptions. This may enable key stakeholder approval for projects, campaigns, and messaging. Researchers must select dissemination methods to best poll target audiences to attain feedback pertinent to the situation. After the results are collected, they must be scientifically calculated according to the chosen research methodology, for the findings to be reported on. Public relations practitioners may then analyze those results and apply them to strategic communication planning.
In the context of “not in my back yard” (NIMBY) situations, public fears may generate enough vocal opposition to halt a project altogether. Local governments may elect to block development permits. To approve certain projects, the Environmental Protection Agency (EPA) requires ad placement, an information session, and public hearings to incorporate the public in decision-making. A public comment period allows time for written feedback to be collected by an organization or contracted out to a third party to enhance transparency and credibility. By the latter method, duplicates of archived commentary are sent to both the EPA and the organization in question. Public relations specialists may then use this information to understand public sentiment in an effort to resolve community concerns with informed responses. Speaking to specific fears with thoughtful conversation conveyed with empathy may be the only way to begin constructive public engagement.
Gaining public acceptance can be particularly challenging in such NIMBY situations. Public relations professionals need to engage the public to gain trust with transparent two-way communication that conveys relevant scientific data in the manner best suited for public receptivity. Researching key messaging strategies may allow for evidence-based decision-making to lower defensive public attitudes. Public relations practitioners may use the tested tactics for public relationship building by easing community fears to propel organizational projects into fruition.
© Leigh N. Eldred 2025
References
Hapney, Jr., T. L., & Lovins, J. (n.d.). Public Relations Case Studies: Successes & Failures—Business, Nonprofit, Government, Education, Health Care. Stukent. January 23, 2025, https://my.stukent.com/student
