WEEK 11
This weeks readings were all about research and evaluation. I think that research is the single most important thing to do in a PR campaign. If a practitioner does not research well, chances are the aims and objectives of the campaign will not be in line with the company's aims and objectives and therefore will not achieve the desired outcome.
I think it's also important to remember to evaluate at all stages of the PR campaign, to both make sure this campaign is successful and to know for the future which tactics worked well.
There are many considerations when undertaking research, mainly being time, money and human resources. care must be taken to carry out the correct amount of research, not enough and the campaign may fail, too much and money and time is wasted for little gain.
The readings made me think more about PR theory/practice in that I had not really considered which aspects of a company need to be researched (input, output and outcome research), and how many different ways there are to evaluate a campaign.
I found the methodology section in the readings really interesting, and was particularly interested in the table, research methods and techniques. It gave me a few ideas for my assignment!
I was having trouble coming up with research techniques before reading this chapter, which is an overload of surveys, 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, AVEs and secondary info sources. I now have research methods coming out my ears...
The case study was also really helpful... Well done Mel! It showed me the types of research and evaluation that can be used in a campaign such as the Census.
Cheers guys... last blog ever and my birthday... today is the most exciting day ever!!
This weeks readings were all about research and evaluation. I think that research is the single most important thing to do in a PR campaign. If a practitioner does not research well, chances are the aims and objectives of the campaign will not be in line with the company's aims and objectives and therefore will not achieve the desired outcome.
I think it's also important to remember to evaluate at all stages of the PR campaign, to both make sure this campaign is successful and to know for the future which tactics worked well.
There are many considerations when undertaking research, mainly being time, money and human resources. care must be taken to carry out the correct amount of research, not enough and the campaign may fail, too much and money and time is wasted for little gain.
The readings made me think more about PR theory/practice in that I had not really considered which aspects of a company need to be researched (input, output and outcome research), and how many different ways there are to evaluate a campaign.
I found the methodology section in the readings really interesting, and was particularly interested in the table, research methods and techniques. It gave me a few ideas for my assignment!
I was having trouble coming up with research techniques before reading this chapter, which is an overload of surveys, 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, AVEs and secondary info sources. I now have research methods coming out my ears...
The case study was also really helpful... Well done Mel! It showed me the types of research and evaluation that can be used in a campaign such as the Census.
Cheers guys... last blog ever and my birthday... today is the most exciting day ever!!
1 comment:
Hey kristin.
Good job on the blog this week...last one ever!
I agree with you on the fact that research is the sinlge most important factor in a PR campaing, as it allows for all of the other elements to be implement and carried of successfully, with the knowledge that all of the tactics and such were chosen for a specific reason.
I also got a lot of great of ideas for my assignment when i read the latter part of the chapter on the methodologies and stuff!.
So all round i thought you did a good job! See you next term.
and btw happy birthday kristin!
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