This week we learnt about the importance of research in PR. Research helps us to:
– Identify and define issues
– Understand the motivational factors that drive publics and effect behavioral/attitudinal change
– Assess whether our communication has been effective through evaluative measures
The research process includes
Inputs – which is the planning stage and identifies what will go into the communication project or program; such as tactics and messages
Outputs – this relates to the implementation phase in which specific tactics of the program or campaign are delivered.
Outcomes – this phase evaluates the success of the communication plan by assessing whether the outputs had the desired impact on the target publics.
There are two types of research, Primary and Secondary. Secondary research is generally done first, using things such as the internet, electronic files and speaking with colleagues. There are two types of primary research, these include field which is data collection through talking with experts or opinion leaders. This can also be done through observation. Formal research is the second type of primary research, this is data collection through three methods; qualitative data which is psychographic details in relation to an issue and quantitative which measure numerical data and a mixed method approach which uses both of these methods.
In our tutorial this week there was limited people so we discussed what makes young workers want to work. I enjoyed this tutorial even though there wasn’t many people.
I commented on: http://leetowton.wordpress.com/2014/05/11/public-relations-blog-post-week-9/comment-page-1/#comment-3
Public Relations 
Very good post. You were able to break down the information and highlight the important elements of PR research. Really nice blog, easy to navigate 🙂
Absolutely, I appreciate the way that you’ve broken down everything into foundational knowledge, and concentrated your words down to a short but helpful post.
Your blog was really great to read because it is well set out and easy to follow. You described what research helps PR practitioners to do, what types of research there are and also explored qualitative and quantitative research. You also included a little bit one what you learnt from your tutorial that week which was insightful. Overall, I think your blog has been well though out and a helpful resource for his topic.