Chapter 6 Research and Evaluation

I think the main point for us to memorize for this chapter is quite clear. It is all about how to the conduct research and evaluation during the operation of a public relations practice. The diagram illustrated in the chapter is the relationship between a model of a PR process and research which is very useful for us to grasp the main idea of the crucial concepts in a PR process and research should consider.

The core of the diagram is the methodologies and techniques, research focus(input, outcome, output), public relations process. that is to say that when an issue is first identified, the first step for the public relations practitioner is to obtain a thorough understanding of the situation. information obtained from the outcome research of previous communication activities can be analysed and used to direct and complement input research into the organisation, situation and publics. This new information can then be used to clearly define the issue and to help establish or adjust the organisational and communication goals and objectives.

In addition, there is an example of a questionnaire used in surveys displayed in this chapter which is a quite direct illustration to us about how a survey should be designed, the normal format of a survey. Further more some other research techiniques are listed at the end of the chapter such as in-depth interviews, focus groups, ethinographic studies, case studies, analysis of existing data, organisational culture study, etc. these methods of research are valued as a compulsory suppliment for a pr research.

This chapter makes me think more about the importance of the research and how to select the proper pratical research method in the PR practice. Moreover, an important understanding for me is that the style of research adopted by an organisatin depends upon the system under which it operates, its environment and the requirements of the program being undertaken.

Chapter 8 Discussion

I think the main points to memorise for this chapter are as follow: the differences between strategy and tactics, controlled tactics and uncontrolled tactics, the methods of delivery and the selection of tactics, as well as the media relations, etc.

This chapter makes me think more about public relations tactics and how to use these tactics so as to achieve the expected outcomes. It is true that lots of tactics and methods about the operation of public relations have been introduced in this chapter. However, like the authors said these tactics are intertangible with each other, and which tactic should be used in a certain public relations situation is a crucial point that the pr practioners need to consider carefully.

In a word, there is no mighty key to the correct set of tactics that will ensure successful implementation of a public relations campaign. Instead, success lies in the analytical and creative skills of the public relations practioners to consider tactics in the light of a complex range of impacting factors. What's more important for this utilising of PR tactics is all these tactics should relate back to strategy. Most importantly, all those tactics should be selected with regard to target audiences, their appropriateness as a vehicel for the message, their advantages and disadbantages as well as the available budget.

Chapter 13 Sponsorship and Event Management

This chapter is about how the organizations use the specific tactics of sponsorship and special events to achieve their goals. I think what we should understand after reading this chapter are as follow.

First, we should grasp the meaning of the sponsorship and its types ( philanthropic sponsorship, corporate sponsorship, marketing sponsorship). Second is to know the basic rules and requirements of how to write a sponsroship proposal which in my concern should be a focus of this chapter. Thirdly, we need to comprehend the other listed concepts related to the whole arrangement of a sponsorship or event such as event management, feasibility, planning, evaluation as well as the budgeting.

At the end of the chapter, three cases were given as an illustration on how to sponsorship by creating events which provide us with a more concret knowlege of how the concepts listed previously were utilised in the real practice.

I think this chapter makes me think more of the importance of the sponsorship which was once overlooked by me or maybe many of the public relation student practioner, whereas this is a very practical knowlege and useful tactics for public relation. Sometimes, the organization will benefit more than they expected if a sponsorship or a public event was sucessfully planned and implemented.