Week 11

I think the most important points to remember from this week's readings are:

*Gathering information during the initial phases of a campaign provides input into the planning of a communication program. This research can be implemented throughout the program to achieve positive outcomes. This research can also be effective in evaluating the effectiveness of a program.

*Time, money and human resources are three of the main obstacles standing in the way of successful research program. Many people consider research as an unnecessary and time consuming expense, however a thorough research program can save time and money in the long-term. In saying that, PR practitioners must still find a balance between conducting enough research and too much research. Time management skills may assist a practitioner with this.

*An effective model for research is the input/output/outcome model, outlined below:

• Input: research into the organisation, situation, publics and proposed message and strategies. This phase helps indicate problems and opportunities, as well as what tools can be used to achieve objectives.
• Output: measurement of activity. This phase allows practitioners to modify a plan as it is being implemented so as to achieve better public relations outcomes.
• Outcome: Measurement of achievements. This phase is helpful in indicating how successful the input and output phases have been.

*There are two main groups that research falls into:

1. Formal research: is characterised by scientific procedures. It is relatively expensive and time consuming, however it is objective, credible and reliable.
2. Informal research: has no agreed rules or procedures. It is a cheaper and more immediate alternative, however is highly subjective and often less reliable.

*Formal research can be either qualitative or quantitative:

1. Qualitative: is characterisd as interpretive and in depth research. It uses a smaller sample size to explore new aspects or delve deeper into a specific area.
2. Quantitative: uses verification based methods. Often called 'confirmatory research', it is used on a larger scale and often as a verification tool.

*Research can also be of assistance regarding evaluation. Baskin and Aronoff (PRIA) refer to evaluation as "the beginning of a new effort, not just the completion of a new activity".

*Once objectives are reached, the practitioner needs to consider what techniques will be most effective in achieving these specific goals. Examples of techniques include surveys, mail, face-to-face interviews, telephone, internet, in-depth interviews, focus groups, feedback analysis and many more!


The readings made me think more about public relations theory/practice in that:

*They reiterated the underlying theme to all this semester's readings in that it outlined the need for thorough research into a PR campaign. The readings once again highlighted that effective research can provide long-term benefits to a program and so is an invaluable tool in the PR profession.

*Baskin and Aronoff's quote was useful in understanding the importance of evaluation of a campaign. Evaluation will not only allow a practitioner to guage his/her success, but will also provide useful information for further research programs in that it provides a point of reference for past success/failure when using particular techniques.

*The readings were helpful in that they gave me an insight into the seemingly limitless research techniques. It reinforced that with advancements in technology, research is no longer pinned to reading books or past reports, but has rather branched off into many new and exciting area's.