Week 11.

Reading: Chapters 6 – Research and Evaluation in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed

I think the key points to remember from this week's readings were Input, Outputs and outcomes. The info gathered during the initial phases of research provides input into the planning of a communication program. Research during the development and implementation stages of a strategy contributes to more effective outputs. An research at the end of a communication program provides insight into outcomes of the entire effort.
Research is probably the most important element of any PR campaign. Effective research can make a campaign, while poor research can ruin it.
Research is an essential task used to identify the requirement for a communication program, to assist in establishing that program, to check progress and to evaluate effectiveness.
The readings made me think more about public relations theory/practice in that every stage of a PR campaign needs to be effectively researched. From the initial input stage to the final outcomes stage, research must be consistent. It is important to conduct research around the campaign in order to develop an appropriate plan.
There are many ways research can be conducted, depending on what the campaign entails. The outcomes of a PR campaign are possibly the most important stage in PR planning. Ensuring that the campaign has been properly assess will make future campaigns much more successful.