Research topics about the history of media relations can focus on pioneers in the field or the most famous cases in media relations. In topics about the early history of media relations, researchers can study how the U.S. government delivered information to the press and how President Dwight Eisenhower advised the United States Information Agency to tell the story of America overseas. Research can also include how early media professionals developed their practice and delivered their message to the masses, often using original strategies and techniques. For example, P.T. Barnum staged circus events to gain publicity. Ivy Lee formed the first press agency when hired by a coal company to help settle a worker strike. Research can also include some of the most famous cases and how they act as a learning experience for professionals today. Many research topics will include an historical component.
Examining how professionals deliver their messages in countries other than the United States can lead to research in both method and culture. In a global community, professionals must research the most popular ways to relay information to the masses and how to approach foreign media laws and negotiate different levels of freedom in the press. In Pakistan, media rules tighten frequently during political strife and research can include how those restrictions affect the free flow of information. Research can also include how physical intimidation affects media relations. In many foreign countries, research can include how media relations professionals feel it is acceptable to pay for media coverage, even though it is unethical to do so in the United States.
Understanding how media professionals do their job often centers on the various codes of ethics journalists follow. Research can include studying codes of ethics, the application of these codes and how journalists use them to put a story together. Research can cover the consequences of a spokesperson lying about information and how such actions can put a mark on the company and the spokesperson's professionalism. Topics can also contain information about spokespeople becoming a resource for the press, even if the company doesn't directly benefit. These topics help researchers understand the constraints people work with in the news media. Research can also include case studies where journalists compromised their ethical codes.
In times of crisis, media relations are a key component in delivering timely news to the masses. Research best practices in times of crisis or explore what techniques did not work to generate the best topics. Topics can focus on how media relations personnel handle such crises as the collapse of a major bank or auto company. Students can learn a great deal from the Tylenol scare, a classic case in media relations which led to the standardization of tamper-proof containers. Students can also use research skills to find the best crisis communications plans and the best ways to implement them in future crises. They can also conduct research on the process of practicing a mock media relations drill of an unfolding crisis. In this scenario, students would play the role of journalists to ask tough questions, so a company can prepare for a proper response.