Research is an important part of plans and projects. Therefore, I think that the key points to this chapter is the importance of a good research and maintaining the standard throughout the PR plan to produce better results.
Just like any normal research, the first pointer would be to find out the target public and the ways to please them. The methods at obtaining information can also be categorised into formal and informal. Formal research can be divided into quantitative and qualitative. The most popular form would be survey which every student will do once in their school life.
I think that surveys are the most basic form of research but to write a good PR plan, there has to be more in depth research which includes going up to people and doing personal interviews.
I'm sure every country has their own form of government research. In Australia, there's the Australian Bureau of Statistics. In Singapore, we have the census board. My elder brother tempted as a census officer and he said that it's not a simple job going door to door and conducting interviews.
In the text, I noted that there are also ethical considerations when in research. The standards stated on age 161 of the text are good pointers to follow especially the part of 'do not promise clients and sponsors what cannot be delivered'. I believe PR ethics must be followed at all times. PR research is alike the foundation of a whole plan and it must be accurate to serve it's purpose to help those that invested in it.
2 comments:
Dear PQ,
You said:
"Just like any normal research, the first pointer would be to find out the target public and the ways to please them."
I agree with you to a certain extent. Pleasing the public would be good as it would generate positive sentiments towards the organisation.
However, I feel that an organisation should not do so blindly. An organisation should cater to the target public's wants and needs while managing expectations. This way, the company does not promise more than it can deliver.
You clearly identify the direct quote taken from the reading, but the referencing provided is insufficient. Please remember to always include the author and year, as per academic integrity rules.
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