The Delphi: An Underutilized Method of Scholarly and Practical Research for a Public Relations Field in Transition

This paper introduces, analyzes, and explains the Delphi method of research, particularly as it applies to certain aspects of the public relations industry. The Delphi technique became known some fifty years ago when the Rand Corporation used it extensively for forecasting. Since then, scholars and forecasters have used it periodically for early, qualitative explorations into complex issues or domains. The overall purpose of the Delphi is to facilitate formal discussion among selected experts in a given domain around a particular topic; it is particularly useful when those experts cannot easily come together in one place. The method encourages the sharing of diverging worldviews over a few “rounds” or iterations in the hope that the views may converge into some direction around the given topic. For this reason, the Delphi has often been used in situations or environments that tend to be somewhat ambiguous and where interviews and surveys are neither timely nor appropriate. Public relations scholars started incorporating the Delphi method into their research in the late 1980s, and the technique has since been employed to explore broad-ranging issues among experts on at least seven or eight occasions. It has also been used to explore ethical norms. However, public relations literature contains little discussion about the technique and its possible applications or implications for developing knowledge in the field. This paper, then, is intended to dissect the Delphi method so as to offer guidance to public relations scholars who may wish to use it in future studies. The authors, both of whom have conducted Delphi studies, believe that the method is valuable in examining topics that are emerging or underdeveloped in the field; however, certain precautions are necessary in order to ensure that the research achieves the desired effects. The paper is created through a literature review of similar articles on Delphi studies in other domains, notably health communications, followed by an examination of some studies conducted to advance issues in public relations. The authors explore the most appropriate situations for using a Delphi and list the benefits and disbenefits of different aspects or applications of the method. They trace the evolution of Delphi research from its early roots into the era of the Internet and social media, which offer new tools for increasing the number of respondents and moving through the Delphi process more quickly than could previously be done. In advancing such an examination of the Delphi, this paper should be a useful addition to emerging public relations literature

Public relations research priorities: a Delphi study

Purpose – The purpose of this paper is to identify and rank the most important topics for research in the field of public relations. An associated outcome was to propose the research questions most closely linked to the prioritised topics. Design/methodology/approach – An international Delphi study on the priorities for public relations research, conducted in 2007 amongst academics, practitioners and senior executives of professional and industry bodies was used to investigate expert opinion on research priorities for public relations. This choice of qualitative methodology replicated earlier studies by McElreath, White and Blamphin, Synnott and McKie, and Van Ruler et al. Findings – The role of public relations in the strategic operation of organisations, and the creation of value by public relations through social capital and relationships were ranked most highly. Some outcomes were comparable with earlier studies; for instance, evaluation of public relations programmes ranked third in this study and was amongst the leaders in the Synnott and McKie study. Only the topic “management of relationships” was wholly new, whereas “impact of technology on public relations practice and theory” ranked much lower than a decade ago. Research limitations/implications – The Delphi study method is a small scale qualitative process which limits generalisability, unless the choice of “experts” and their active participation can demonstrate that there is validity in its outcomes. Practical implications – The research gives valuable insight into the main public relations research areas and will allow academics and practitioners to work closely together to improve understanding of public relations. Originality/value – This is the first completed Delphi study into public relations research priorities since Synnott and McKie

Collaborative action research within developmental evaluation : learning to see or the road to myopia?

This paper looked at methodological issues in evaluation when action research is a key element. In developing arguments in respect of locating the value in multiple perspectives it adds strength to the qualitative paradigm in terms of trustworthiness. Arguing that the engagement of participants in their own research leads to greater in-depth understanding of elements that underpin knowledge, decision making and change, the paper offers a qualitative, innovative, active approach to evaluation, and critique of evaluation approaches, for those wishing to engage in developmental evaluations for change

Future scenarios to inspire innovation

In recent years and accelerated by the economic and financial crisis, complex global issues have moved to the forefront of policy making. These grand challenges require policy makers to address a variety of interrelated issues, which are built upon yet uncoordinated and dispersed bodies of knowledge. Due to the social dynamics of innovation, new socio-technical subsystems are emerging, however there is lack of exploitation of innovative solutions. In this paper we argue that issues of how knowledge is represented can have a part in this lack of exploitation. For example, when drivers of change are not only multiple but also mutable, it is not sensible to extrapolate the future from data and relationships of the past. This paper investigates ways in which futures thinking can be used as a tool for inspiring actions and structures that address the grand challenges. By analysing several scenario cases, elements of good practice and principles on how to strengthen innovation systems through future scenarios are identified. This is needed because innovation itself needs to be oriented along more sustainable pathways enabling transformations of socio-technical systems