Research, analysis, and evaluation is needed to construct a strategy, so that the strategy would carry out the intended meaning.. it’s like how can you develop a strategy without knowing the public knowledge, how is your organization’s surrounding, and what is the background that leads to the problem?
Ron Kawalilak said that research is “central to communications planning” and can be defined as “ the process of systematically gathering information that will provide the basis to establish an understanding of situations and issues and make sense of them” (Synnott, 2009). “Good insights, developed through research, are essential,” adds Kawalilak.
As we all know, research are important in all aspects of work. With it we can support our essay or, in this case, PR plan with evidence and theory. Lot of communication problem & case required different levels of research, like fact finding, opinion assessment, message testing, planning, execution and evaluation.
To cut to the chase, Research provides info that helps us to plan (when done in the beginning), implement (during), and evaluate (at the end). Thus, everything must link back to the main role of PR practice which is contribute to organisation’s reputation and manage relationship, and has to make a Change.
EXAMPLE from the reading:
Your objectives is to create awareness of the problem of premature deafness through continual iPod use/loud music. In this case, the first step to do will be increase public awareness. Then after you reach the desired awareness of your target audience, your objective now (and they also want to know) about what can they do about it. Maybe to buy a specific earphone that you sell, or some therapy or whatever. But nothing too obvious!
Your objectives is to create awareness of the problem of premature deafness through continual iPod use/loud music. In this case, the first step to do will be increase public awareness. Then after you reach the desired awareness of your target audience, your objective now (and they also want to know) about what can they do about it. Maybe to buy a specific earphone that you sell, or some therapy or whatever. But nothing too obvious!
So, here, research (in the beginning) can be a useful tool to establish the current level of public awareness which then allow us to set the target that need to be achived and plan a strategy. During the program, research helps us to monitor whether the objectives are achieved. At the end of the program, research could be used to measure how much the level of awareness has changed. We can test whether the audience has gain knowledge about the issue and opportunity as a result of the communication program.
Quick steps to conduct research are: (1) Understanding the problem&context, (2) constructing the research questions, (3) designing the research acticity.
The method used can be qualitative or quantitative. “Quantitative is the what”, and usually numbers and figures, often use surveys like to know ‘how many people do what’. While “qualitative is the why”; such as their opinions, ‘how’ things done, audience’s responses and is more in-depth.
*For chapter 6, you can refer to week 7 thank you!*
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