Lesson 10 Research & Evaluation

When public relations practitioners need to organize an event or campaign, they are required to provide accountable and accurate information to the public. At this state, research and evaluation is used to find the relevant questions and obtain the answers from it.

I think the key points to remember from this week’s reading was the use of research helps to position public relations as purposive, goal-directed and problem solving management function. It is also a crucial step in public relations to identify the requirement for communication program. If the research has done badly, it will affect the rest of the strategy planning and performance of the campaign & events.Effective outcome which demands reliable and informed resources based on research findings.

There are three type of research which are input research(research in problems or opportunities of strategies), output research(measurement during the campaign or events), and outcome research(measurement of achievements).

The readings made me think more about public relations practices is always find out what’s the main purpose of doing the research and evaluate from there. Maybe ask yourself, why research? We can list out the point and following do the research. For instance, if the campaign is related to a global warming issue, then we need to go with the issue with an appropriate research which is relevant and accurate for maximum and best outcome in campaign or events.

The research is determined under the environment and requirements of the activity being undertaken, it is time-consuming and resources-intensive sometimes.Thus, It is good to plan early to manage well with sufficient and credible research inorder to reach outstanding goal.