I think the key points to remember from this week's readings were that research is undertaken throughout all the phases of public relations practice. Research in public realtions must be done in three different stages, the first being inputs, which is done before formulating public relations activites and involves research into your organisation, your situation, the target publics, your proposed messages, and strategies. The next focus of research is output, which measures the activity generated by your actions and can be used to fine tune or redefine strategy but does not measure effectiveness. That is saved for the last focus of research which is outcomes, which measures the level of success your strategy/plan has achieved in terms of acheiving the criteria set out at the beginning of the planning stage. This research can then be used in the input phase of the next planning cycle.
Practitioners can undertake formal and informal research using either qualitative or quantitive methodologies of which there are many different techniques available such as surveys, mail, telephone, face-to-face and the internet.
The readings made me think more about public relations practice in that it emphasised that it is essential that comprehensive research is undertaken before formulating public relations strategies and plans. It makes sense, how can you know what tactics to employ, who your target publics are, or what are realistic objectives/goals without thoroughly researching beforehand?
The evaluation or research of outcomes also seemed like it would be essential for good practice, as knowing what worked in the past and ways in which you could improve or hone your skills at planning etc makes sense. I think that evaluation would be somewhat overlooked in PR practice as some practitioners would not have the time or financial resources to be able to undertake evaluation to the level that would prove most benefitial. This was outlined in a journal article I chose for the Annotated Bibliography assignment which studied practitioners attitudes towards evaluation. While all practitioners noted its worth, many said they were unlikely to undertake much evaluation at all due to time/financial constraints.
I commented on Kellie's blog this week.
Subscribe to:
Post Comments (Atom)
2 comments:
Nathan I think your evaluation on the reading was well done. One area that I failed to focus on was evaluation which I realised after reading your blog. I think it is important that you focused on evaluation you made me re-think how important evaluation. It is important not just to dismiss this process...'evaluation is essential for good PR practice as knowing what worked in the past and what ways to improve.' This section i just quoted from your blog is one the most important sections of evaluation that I will utilise when practising as a PR Practitioner.
GOODLUCK!
Hello. This post is likeable, and your blog is very interesting, congratulations :-). I will add in my blogroll =). If possible gives a last there on my blog, it is about the Wireless, I hope you enjoy. The address is http://wireless-brasil.blogspot.com. A hug.
Post a Comment