Week 11 Blog- Research and Evaluation

1. I think the key points to remember from this week's readings were...
Research and evaluation are both vital steps in a public relations campaign. Research is undertaken at various stages throughout the development of the project. There are three types of research input research, output research and outcome research.
Input research: research into the organisation, situation, publics and proposed message and strategies. This type can be further categorised into exploratory and development research.
Output research: measures the activity of the organisation. Reflects on the delivery of messages, allowing the PR practitioner to fine tune, alter or modify the plan.
Outcome research: measures the achievements. It indicates the level of success or failure and demonstrates how effectively planning and communication have been.

There are a range of methodologies available to be used to research. The methodology needs to be selected on its suitability to the task and the firm. There are both qualitative and quantitative methodologies that can be used.

The task of researching can also be categorised into formal and informal. Formal research is characterised by scientific procedures, methodologies and analysis. Informal research has no agreed rules and procedures, and is cheaper and more immediate.

There are various differing research techniques to select from, these include:
- surveys
- mail
- telephone
- face-to-face
- internet
- in-depth interviews
- focus groups
- ethnographic studies
- case studies
- analysis of existing data
- organisational culture study
- feedback analysis
- media monitoring
- content analysis
- benchmark research
- statistical analysis
- environmental monitoring
- communication audits
- corporate communication archives
- testimonials
- expert review
- internet monitoring
- measurement of online presence
- advertising value equivalents
- secondary information sources

2. The readings made me think more about public relations theory/practice in that …
Research and evaluation is a vital part of the process when using strategy in a PR campaign. In order to ensure that the aims and objectives of the organisation are being met at all times throughout the planning, design and implementation stages, as well as the final outcomes of the campaign it is important to research. As mentioned above research can take many forms using either quality or quantity measures. Obviously, each unique campaign will require different research techniques and a different approach. It is important to understand that the ethical considerations of research apply to all campaigns. It is through research that the evaluation process takes place.