For the final readings for the blog, we explored the methodologies and processes that are involved with research in the PR industry.
Ok... did I have a lot to learn hahaha. The first sentence of the chapter reads "Research is undertaken at all stages of the public relations process." I found this was the key point of the chapter. I had thought research was simply an early part of the process before the ideas were put into practice, but I did laugh when it took one sentence to already poke holes in my presumptions.
According to Singh and Glenny (2004, chapter 6 of the textbook), "The research gathered during the initial phases of research provides input into the planning of a communication program. Research during the development and implementation stages of a strategy contributes to more effective outputs. And research at the end of a communication program provides insight into the outcomes of the entire effort."
This chapter made me think more about public relations theory and practice in a number of ways. Strangely this last chapter we're reading for the blog has actually been one of the most helpful. After reading this chapter the role of research in PR seems obvious and I can't imagine things any other way, but I guess I never really gave this much thought to research beyond the initial strategising and planning methodologies. Exploring the three aspects of research in relation to the planning, developing, and producing the outcome of a communication program was the central focus behind the chapter and something which I feel will be extremely beneficial for me to have an understanding of in the future.
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Hi John, thankyou for a gripping debate this week :)
I absolutely agree with your blog this week and I can relate to what you have said because I had previously not considered the intricasies of the research process in a PR campaign. You're initial point about the need for research to be conducted at all stages of a campaign is very important and one I didn't give much thought to before reading your blog. One might assume that research is needed at the beginning of a campaign, but obviously in order to be successful, effective research must be an ongoing component to the campaign.
The main point I took away from this reading was the need to establish clear goals and objectves before undertaking any research in a campaign. I found this point the most useful as it is an ongoing theme throughout PR practice. It seems before doing absolutely anything in Public Relations goals and objectives must be laid out in order for the desired outcome to be achieved.
Have a good holiday :)
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