Research is a major part of public relations. It is important to understand all aspects of the message you are presenting, the organistation you are representing and also the public you are addressing. An idea introduced to me in this chapter was that of the inputs, outputs and outcomes method of viewing the research process.
According to Johnston and Zawawi (2004):
"Inputs determine what goes into the project or program, outputs are the actual elements of the program or campaign (e.g. an event or newsletter), and outcomes are the results of those outputs on the target public or audience. In order to determine what inputs and outputs should be, and what outcomes actually are, public relations practitioners conduct research." (p140)
I found Figure 6.1 on page 141 to be particularly useful in understanding the application of inputs, outputs and outcomes when deciding what needs to be researched and when the research should be undertaken.
After reading this chapter, I understand that input research, output research and outcomes research are all of equal and significant value to the PR practitioner. Input research indicates existent problems or opportunities and perceptions and beliefs of publics. It also suggests what methods of communication would be most effective in the achievement of set objectives. Output research reflects on the delivery of messages, allowing the practitioner to alter the set plan for optimum success. Outcome research indicates the level of success or failure of the plan, and suggests how the plan could have been improved.
Well, I guess that's it for me in the blogging world for Introduction to Public Relations. I hope you enjoyed my entries, and good luck with your future endeavors.
Yours thankfully, Nicole Magriplis.
This week I commented on Abby Hallett's Blog:
http://cmnsabbyhallett.blogspot.com/
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1 comment:
Hi Nicole,
I thoroughly agree that research is a major part of Public Relations. It would be unprofessional and slightly lazy to undertake any task in the field of PR-or most other fields also-without proper knowledge of the task at hand, what you want to achieve ad how to get there. This leads to your other point on input, output and outcome research. I found that input research really signifies the start of a campaign as this should be the first and foremost step. Output research can help while you're underway with a campaign and outcome research will help you assess the overall success of a campaign and it will also help you with future campaigns.
Good blogging!
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