This master’s thesis examines the various barriers and opportunities facing public relations scholars who aim to have their research applied by public relations practitioners. Public relations research has grown into a relatively large field with several academic journals and a body of knowledge that has increased accordingly. There are also several institutions at a higher educational level that offers study programmes where at least part of the curriculum is based off research and theory within the field of public relations. Still, there is a certain paradox at play: While it is often suggested that public relations has a sizable economic, political and cultural influence little systematic knowledge has been produced in regards to what influence research on public relations has. The hallmark of applied research on public relations would very well be adaptation by practitioners, yet anecdotal evidence suggests that practitioners mostly trade on practical experience, and give less attention to tools and theories from academia. In order to further illuminate this phenomenon, empirical data was collected through qualitative interviews with active practitioners who have completed formal education in PR and Communication, as well as a literature review of previous research of the topic. The findings indicate that the main barriers for application of PR research is a lack of awareness about the topic among practitioners as well as a perception that PR research is inaccessible and not performed with the operational interests of practitioners in mind, thus creating the impression that it adds limited value for them in their daily activities. The main opportunities for the potential application of PR research is that research-based theories have a high professional standing and is considered to be credible by practitioners. In addition, most practitioners are welcome to closer collaboration with scholars, and envisage that such a collaboration could ultimately make it more likely for them to adapt PR research for practical use.