I think the two keys point to remember for this week readings were what and when to a research and also the methodologies for the research as well as do a corporate partnership through sponsorship and also an event. I thinks both of them are the crucial things to reach PR goals.
One of the most effective ways viewing the research process is in terms of inputs, outputs and outcomes (Pritchitt and Sherman 1994). This is means all the process which happen in research process are very important. For the input research, PR practitioners should more aggressive so they can get much information for their organization it self. Output research gather information on the appropriateness of the message and the content, and the quality of message and activity presentations (Cutlip et al. 1994). This can be referst to the strategy development or implementation phases. while outcome research more focus on which the original campaign objectives were met. Evaluation is often recognized as being the beginning of new effort not just the completion of a previous activity, and PR practitioners shoul be more concern about this.
Another important thing is the methodologies that we use to do the research, it can be formal or informal,qualitative or quantitative method. The research techniques also a crucial part of the methodologies, it can be by surveys, mail, telephone, face-to-face or even internet. Based on this reading there are also other research techniques that most commonly used, like in-depth interviews, focus group, ethnographic studies, case studies, analysis of existing data, organisational culture study, feedback analysis, media monitoring, content analysis, benchmark research, statistical analysis, and many more. Another method to reach a PR goals is how we manage sponsorship and event, they were become a crucial thing in PR industry. They will always work together since they were need each others.
One of the most effective ways viewing the research process is in terms of inputs, outputs and outcomes (Pritchitt and Sherman 1994). This is means all the process which happen in research process are very important. For the input research, PR practitioners should more aggressive so they can get much information for their organization it self. Output research gather information on the appropriateness of the message and the content, and the quality of message and activity presentations (Cutlip et al. 1994). This can be referst to the strategy development or implementation phases. while outcome research more focus on which the original campaign objectives were met. Evaluation is often recognized as being the beginning of new effort not just the completion of a previous activity, and PR practitioners shoul be more concern about this.
Another important thing is the methodologies that we use to do the research, it can be formal or informal,qualitative or quantitative method. The research techniques also a crucial part of the methodologies, it can be by surveys, mail, telephone, face-to-face or even internet. Based on this reading there are also other research techniques that most commonly used, like in-depth interviews, focus group, ethnographic studies, case studies, analysis of existing data, organisational culture study, feedback analysis, media monitoring, content analysis, benchmark research, statistical analysis, and many more. Another method to reach a PR goals is how we manage sponsorship and event, they were become a crucial thing in PR industry. They will always work together since they were need each others.
This week readings made me fully understand about research and evaluation things and also how to manage sponsorship and an event as well as how important to do research, planning our project, scheduling and being creative to manage successful public relation activities.
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