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Can public relations pros predict attitudes?

Blending the gift of intuition with the advantage of life experience, and knowing when to seek information when intuition and experience can't provide the knowledge needed to make management decisions, are essential to the success of the public relations professional. Are people “born to” be pu...

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Bibliographic Details
Published in:Public relations review 1986-06, Vol.12 (2), p.19-26
Main Author: Judd, Larry R.
Format: Article
Language:English
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Summary:Blending the gift of intuition with the advantage of life experience, and knowing when to seek information when intuition and experience can't provide the knowledge needed to make management decisions, are essential to the success of the public relations professional. Are people “born to” be public relations practitioners? Are they unique in their knowledge of others? This study sought to compare the perceptions of the general public with the perceptions practitioners hold about the public. While the results indicate that public relations professionals do have some skill at making intuitive judgments about others' perceptions, they would be well advised to spend the time and money necessary to verify their hunches about public attitudes before they begin expensive or crucial campaigns. Larry R. Judd is an associate professor in the School of Communication, University of Houston, Texas.
ISSN:0363-8111
1873-4537
DOI:10.1016/S0363-8111(86)80023-6