Week ten's readings

I think the key points to remember from this week’s readings were how research is an integral part of PR. It is used to identify the requirements for a communication program, to assist in establishing that program, to monitor progress and to evaluate the effectiveness.

Information gathered during the initial stages of research provides the input into the planning of a communication program. On the other hand, research during the development and implementation stages of a strategy contributes to effective outputs. Research at the end of a PR plan provides insight into the outcomes of the entire plan.

The readings made me think more about public relations theory/practice in that while a properly researched program can be more cost-effective in the long run, organisations usually see it in terms of the short-term expense, and hence, choosing not to undertake the research which is often detrimental to the entire PR plan.

Time, money and the availability of human resources are 3 of the main reasons why organisations choose not to invest in research in their PR plans. Research can be a costly part of any program and to make matters worse, those allocating the budget do not always understand its value.