LEARNING UNIT 1: PUBLIC RELATIONS RESEARCH
Question 1: Developing a research proposal
Research Proposal: Public Relations and Sustainable Development Goal 1 (No Poverty)
1. Public Relations Research Title / Topic
“A qualitative study on how public relations campaigns help raise awareness about poverty reduction at
World Vision.”
2. Overview of the Organisation
World Vision International is a global humanitarian organisation that works to improve the lives of
vulnerable children and communities. The organisation focuses on poverty reduction, education, health,
and emergency relief. It operates in many countries around the world, including South Africa.
The vision of World Vision is “to see every child experience life in all its fullness.” Its mission is to follow
the example of Jesus Christ by working with communities to overcome poverty and injustice (World
Vision, 2024).
The organisation works with governments, communities, and other organisations to support sustainable
development and improve the wellbeing of families living in poverty.
3. Background and Context of the Research Problem
Poverty remains one of the biggest global challenges in the world. The first Sustainable Development
Goal (SDG 1) focuses on ending poverty in all its forms everywhere (United Nations, 2015). Many
organisations in the social services sector use public relations campaigns to raise awareness about
poverty and encourage public support.
Public relations research is important because it helps organisations understand their audiences and
develop effective communication strategies (Lattimore et al., 2012). Although many organisations run
campaigns to fight poverty, there is limited research focusing specifically on how public relations
activities help organisations communicate poverty reduction initiatives.
Therefore, this study aims to examine how World Vision uses public relations to create awareness and
support for poverty reduction programmes.
, 4. Research Problem Statement
The goal of this study is to examine how World Vision uses public relations campaigns to raise
awareness about poverty reduction.
5. Literature Review
Public relations plays an important role in communicating social issues such as poverty, health, and
environmental protection. According to Lattimore et al. (2012), public relations research helps
organisations develop effective communication strategies and evaluate their impact.
Public relations can be defined as a strategic communication process that builds relationships between
organisations and their publics (Cutlip, Center & Broom, 2013). Through public relations campaigns,
organisations can raise awareness, influence public opinion, and encourage community participation.
Social organisations often use communication strategies to mobilise support for development
programmes. Belz and Peattie (2012) explain that sustainable development communication helps
organisations promote social, economic, and environmental goals.
In the context of poverty reduction, communication plays a key role in educating communities and
attracting support from stakeholders. According to Seth and Parvatiyar (2021), sustainable development
goals encourage organisations to collaborate and communicate solutions to global challenges such as
poverty and inequality.
Research also shows that public relations campaigns can influence attitudes and behaviour. For
example, awareness campaigns can encourage people to donate resources, volunteer, or support
development programmes (Smith, 2020).
However, there is still limited research focusing specifically on how humanitarian organisations use
public relations strategies to communicate poverty reduction initiatives. This study therefore aims to
contribute to the existing literature by examining the role of public relations in supporting poverty
reduction efforts at World Vision.
6. Research Method and Why
Question 1: Developing a research proposal
Research Proposal: Public Relations and Sustainable Development Goal 1 (No Poverty)
1. Public Relations Research Title / Topic
“A qualitative study on how public relations campaigns help raise awareness about poverty reduction at
World Vision.”
2. Overview of the Organisation
World Vision International is a global humanitarian organisation that works to improve the lives of
vulnerable children and communities. The organisation focuses on poverty reduction, education, health,
and emergency relief. It operates in many countries around the world, including South Africa.
The vision of World Vision is “to see every child experience life in all its fullness.” Its mission is to follow
the example of Jesus Christ by working with communities to overcome poverty and injustice (World
Vision, 2024).
The organisation works with governments, communities, and other organisations to support sustainable
development and improve the wellbeing of families living in poverty.
3. Background and Context of the Research Problem
Poverty remains one of the biggest global challenges in the world. The first Sustainable Development
Goal (SDG 1) focuses on ending poverty in all its forms everywhere (United Nations, 2015). Many
organisations in the social services sector use public relations campaigns to raise awareness about
poverty and encourage public support.
Public relations research is important because it helps organisations understand their audiences and
develop effective communication strategies (Lattimore et al., 2012). Although many organisations run
campaigns to fight poverty, there is limited research focusing specifically on how public relations
activities help organisations communicate poverty reduction initiatives.
Therefore, this study aims to examine how World Vision uses public relations to create awareness and
support for poverty reduction programmes.
, 4. Research Problem Statement
The goal of this study is to examine how World Vision uses public relations campaigns to raise
awareness about poverty reduction.
5. Literature Review
Public relations plays an important role in communicating social issues such as poverty, health, and
environmental protection. According to Lattimore et al. (2012), public relations research helps
organisations develop effective communication strategies and evaluate their impact.
Public relations can be defined as a strategic communication process that builds relationships between
organisations and their publics (Cutlip, Center & Broom, 2013). Through public relations campaigns,
organisations can raise awareness, influence public opinion, and encourage community participation.
Social organisations often use communication strategies to mobilise support for development
programmes. Belz and Peattie (2012) explain that sustainable development communication helps
organisations promote social, economic, and environmental goals.
In the context of poverty reduction, communication plays a key role in educating communities and
attracting support from stakeholders. According to Seth and Parvatiyar (2021), sustainable development
goals encourage organisations to collaborate and communicate solutions to global challenges such as
poverty and inequality.
Research also shows that public relations campaigns can influence attitudes and behaviour. For
example, awareness campaigns can encourage people to donate resources, volunteer, or support
development programmes (Smith, 2020).
However, there is still limited research focusing specifically on how humanitarian organisations use
public relations strategies to communicate poverty reduction initiatives. This study therefore aims to
contribute to the existing literature by examining the role of public relations in supporting poverty
reduction efforts at World Vision.
6. Research Method and Why
