Week 10 - Research and Evaluation

This week's readings highlight the importance of research and evaluation in the public relations profession. I think the key points to remember from this week's readings are that there are three distinct but related phases of research, as well as various research techniques, that together as a whole will facilitate a public relations campaign in all stages of its development.

The first phase is input research, which is akin to a reconnaissance mission that a practitioner undertakes to get a feel of the existing market situation. It also involves gathering as much information as possible about the strengths, weaknesses, opportunities and threats facing an organisation. This is the first step towards formulating a public relations plan's objectives and goals. The second step, which occurs during the output phase, allows researchers to adjust and calibrate any missteps or flaws in a strategic plan. It also allows them to keep tabs on whether the tactics used are on their way to achieving the desired outcome, by measuring the number of consumers who have received or participated in a plan so far. Outcome research is the last phase in the progression of a public relations plan, and allows the practitioner to evaluate whether the original strategic objectives have been met. All of these research phases are undertaken using various qualitative (descriptive and exploratory) or quantitative (confirmatory and survey-based) methodologies. Research techniques, such as surveys and focus groups, aid in achieving the aforementioned research goals.

The readings made me think more about public relations theory and practice, in that while research may seem dry and complicated, it is also an essential process and a useful skill to possess in navigating the complexities and demands of the profession. Choosing the right research method and technique is key to gathering relevant information for all aspects of public relations practice. Research know-how is required in many different facets of the job scope, from accounting for investment budgets to analysing trends in media monitoring. In addition, the skills cultivated during the research process can be applied to daily problem-solving in the office. I also think that research must be done judiciously, so as not to waste unnecessary time or money, and that it must be carried out in an ethical and responsible way. If executed properly, research can be an invaluable tool in public relations practice.