Chapter 6 – Research and evalutation
In: Public Relations: theory and practice
edited by Johnston, J. & Zawawi, C.
Crows Nest, NSW, Allen & Unwin, 2004, pp. 137-168
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The chapter about research and evaluation was a good reading for the last session of the reading blog assignment. I haven’t read really much about that topic before, so I gained some really useful information. The paragraphs about “What and when to research” were really good, because the research model of “inputs, outputs and outcomes” was really helpful in understanding the connection between a PR process and research (especially the figure). The chapter about the methodologies and different kinds of research techniques was also quite good to read, as it provided a quick overview over the most important things. What I really didn’t know was that focus groups are currently one of the most used techniques of pr research. However, I agree with the author and I can understand why they are used for pr research… Eventually the case study was a good one, because it showed with some practical examples how important a coherent set of research methodologies can be for the success of a pr campaign.
I think that it was time that we had to read this chapter, as we are already in the input research phase for our pr plans. So it was interesting to get an overview over all the research methodologies, even though I assume that we will only get secondary information for our pr plans…
Well, that was the last posting of the reading blogs assignments. Unfortunately I couldn’t do a more detailed posting, because I’m quite in a rush to get prepared for my debate presentation today. In the end I think that the blog assignment was a good thing to keep me into reading the texts, think about it and then write some lines about it in the end. In this way the learning effect was definitely a high one…
…so I think that after the spring break I will miss the weekly blog entries and that I don’t know what to do with my Wednesdays in the future :)
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2 comments:
Robert, I agree with what you've said about the research element of PR. I also took a lot out of the readings in terms of the different research techniques that can be used and how they differ.
We can, again, definitely refer back to this reading when needing some help with our PR plans as it is very relevant.
Hey Robert
yes it is very sad that blogging will cease after this week.
I agree with you that this chapter was very good to read this week as we are all starting to think about our final assignment. I hadn't previously known that research is such a constant form of evaluation but this chapter has certainly opened my eyes.
I didn't really understand on what you were actually disagreeing with the author about? sorry
good luck in our debate this afternoon
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