Dr. Anshu Arora
Amity School of Communication
Dr. Anshu Arora is a seasoned media academician, researcher, trainer, and social activist with experience of over 24 years. She is presently working at Amity University, Uttar Pradesh. She has a doctorate from Panjab University, Chandigarh. She has won the Wommenovator award in Education Category in the year 2021.
A true social catalyst, Dr Anshu has made award-winning documentary films on organ donation which have been screened on national and international platforms. She has been awarded the best organ donation activist in Powerful Women Awards on Women’s day 8th March 2021. She has chaired many international conferences and presented research papers in international and national conferences of repute. She is a regular contributor as an expert on science communication and organ donation programmes on AIR and DD Science channels. Her areas of interest are PR research, media literacy, science/health communication, and development.
Public Relations Society of India
Day 13 of PR – Mass Communication Orientation Programme for Students with
Dr. Anshu Arora (Amity University, Noida) on 13th October, 2021
13th October 2021
Day thirteen of the 15 Day PR – Mass Communication Orientation was held on Facebook and YouTube Live. Dr. Anshu Arora was the guest speaker for the thirteenth session of this academic initiative by PRSI. Dr. Arora is an Associate Professor at the Amity University of Communication Noida, Uttar Pradesh. In her lecture on ‘PR Research’, she discussed how research is used in Public Relations and why it is important to formulate and evaluate during the research to avoid being at risk of failed campaigns.
Dr. Arora thoroughly talked about the PR Plan, including crucial pointers such as defining the audience by breaking down the demographics, geo-demographics, and psychographics for any kind of campaign. Marketing Research, Surveys, and Sampling are vital steps in data collection.
Dr. Anshu Arora says that Problem Analysis as a part of PR Research is necessary since every problem is an opportunity in disguise. Evaluation should be done throughout the campaign to make sure the goals and objectives are being achieved. She also talked about the Internal and External Researchers and their respective advantages as well as disadvantages. Furthermore, Dr. Arora discussed various types of researches such as Formal, Informal, Qualitative, and Quantitative. She says that the primary best practice that needs to be followed is the inclusion of research, measurement, and evaluation as a core part of a public relations program.
Lastly, Dr. Arora mentioned the disruption in Public Relations that has happened due to digitization. It has made it mandatory for professionals to adapt to the new ways of communication.
The lecture was well presented and stimulating with relevant examples from around the country.
पब्लिक रिलेशंस सोसाइटी ऑफ इंडिया
पीआर का दिन 13 – छात्रों के लिए मास कम्युनिकेशन ओरिएंटेशन प्रोग्राम
13 अक्टूबर, 2021 को डॉ अंशु अरोड़ा (एमिटी यूनिवर्सिटी, नोएडा)
13 अक्टूबर, 2021
फेसबुक और यूट्यूब लाइव पर मास कम्युनिकेशन ओरिएंटेशन का आयोजन किया गया। डॉ. अंशु अरोड़ा पीआरएसआई की इस शैक्षणिक पहल के तेरहवें सत्र के अतिथि वक्ता थे। डॉ. अरोड़ा एमिटी यूनिवर्सिटी ऑफ कम्युनिकेशन नोएडा, उत्तर प्रदेश में एसोसिएट प्रोफेसर हैं। ‘पीआर रिसर्च’ पर अपने व्याख्यान में उन्होंने चर्चा की कि कैसे जनसंपर्क में अनुसंधान का उपयोग किया जाता है और असफल अभियानों के जोखिम से बचने के लिए अनुसंधान के दौरान तैयार करना और मूल्यांकन करना क्यों महत्वपूर्ण है।
डॉ. अरोड़ा ने पीआर योजना के बारे में अच्छी तरह से बात की, जिसमें किसी भी तरह के अभियान के लिए जनसांख्यिकी, भू-जनसांख्यिकी और मनोविज्ञान को तोड़कर दर्शकों को परिभाषित करने जैसे महत्वपूर्ण संकेत शामिल हैं। डेटा संग्रह में विपणन अनुसंधान, सर्वेक्षण और नमूनाकरण महत्वपूर्ण कदम हैं।
डॉ अंशु अरोड़ा का कहना है कि पीआर रिसर्च के हिस्से के रूप में समस्या विश्लेषण आवश्यक है क्योंकि हर समस्या छिपाने का अवसर है। लक्ष्यों और उद्देश्यों को प्राप्त किया जा रहा है यह सुनिश्चित करने के लिए पूरे अभियान में मूल्यांकन किया जाना चाहिए। उन्होंने आंतरिक और बाहरी शोधकर्ताओं और उनके संबंधित फायदे और नुकसान के बारे में भी बात की।इसके अलावा, डॉ अरोड़ा ने औपचारिक, अनौपचारिक, गुणात्मक और मात्रात्मक जैसे विभिन्न प्रकार के शोधों पर चर्चा की। वह कहती हैं कि प्राथमिक सर्वोत्तम अभ्यास जिसका पालन करने की आवश्यकता है, वह है जनसंपर्क कार्यक्रम के मुख्य भाग के रूप में अनुसंधान, माप और मूल्यांकन को शामिल करना।
अंत में डॉ. अरोड़ा ने डिजिटाइजेशन के कारण जनसंपर्क में आए व्यवधान का जिक्र किया। इसने पेशेवरों के लिए संचार के नए तरीकों के अनुकूल होना अनिवार्य कर दिया है।
व्याख्यान देश भर से प्रासंगिक उदाहरणों के साथ अच्छी तरह से प्रस्तुत और उत्तेजक था।
Summary of the Presentation
By Mr. V.S.R. Naidu
Dr. Anshu Arora initiated her lecture on the topic with the definition of PR as a strategic communication process that builds mutually beneficial relationships between organisations and their publics through two-way communication rather than one-way communication and it is important because PR establishes positive relations through image-building techniques.
In the image building process, she stated that “PR Research” is an important exercise as it helps PR practitioners know what is working & what is not working, and what corrective strategies need to be employed.
According to her, in the PR Research, the first step is to have a PR plan, the key elements being issue identification, direction, and the public who are to be addressed.
So, it is in this situation, Research is a strategic foundation in modern PR, she said. In this process, the first and foremost criteria is to select the correct audience to whom the well-tailored message should reach them duly following the basic parameters viz demographics, geodemographics, and psychographics, for the campaign to be undertaken.
Today markets are no more local but global, she pointed out. So, there is an imperative need to go for ‘Marketing Research’ in order to determine the consumer needs, their satisfaction levels, to select the effective communication channels to promote the product and new products or to know the existing brand position and against this background to help in to take right and effective managerial decision making.
Every problem is an opportunity in disguise, she claimed. In this context, ‘Problem Analysis’ is considered as an essential part of PR Research consisting of real issue identification /the problems and establishing a relation between the problem and the factors contributing to that problem.
Apart from formulating the goals, objectives, and key messages and their implementation in the PR campaign, the Speaker pointed out that ‘Evaluation’ of the entire process throughout is necessary as it helps to see whether it is going in the right direction or required to make any adjustments.
Dr. Anshu Arora while speaking about the types of Research, distinguished the difference between Internal & External Research with advantages and disadvantages, similarly to other types of research viz Formal and Informal Research and Quantitative and Qualitative Research.
Another important aspect in PR Research according to her is ‘Sampling’ as an exercise of data collection. It is the process of learning about a population on the basis of the sample drawn from it. There are different types of sampling methods. The sample so collected at random should be an unbiased one representing the total population.
However, PR Managers often use Qualitative Research as it is a very valuable one and can be used as evidence, she said.
The speaker came out with the next method of data collection viz Content Analysis which includes gathering and analysing information that is already in existence and by analysing the case studies, reports and articles.
According to her, there is yet another most important method of data collection, that is by ‘Interview method’ which provides full insight into opinions and issues.
While there is no ‘standard’ approach for PR Research, the Speaker clarified that the primary best practice that needs to be followed is the inclusion of research, measurement, and evaluation as a core part of a public relations program.
Dwelling upon Disruptive Technologies & their impact, Dr. Arora emphasised that the PR industry has to be innovative and the PR professionals should know what exactly the consumers want. She cited Amazon as an example of a successful organisation and Financial Times as the most significant beneficiary of disruptive technology.
Dr. Arora pointed out that Public Relations is also presently disruptive due to digitization of all the sectors. It has, therefore, become inevitable for PR Professionals and Practitioners to acquaint with the ever-growing communication technologies and to be prepared to adopt newer ways of communication techniques using social media, blogging, forums, etc through an offline and online feat of approach.
Dr. Anshu Arora concluded her speech on the topic-“PR Research” with the statement of Gandhi ji- “ BE THE CHANGE YOU WANT TO LOOK IN THE SOCIETY “