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In order to have a task aimed for success and accuracy, planning and strategising is needed. Across all academic works, nothing is short of a good round of research. Likewise, a successful PR requires extensive research to minimise mistakes and to ensure maximum credibility and accuracy reached out for publicity. Hence, it would be a fatal mistake to overlook or intentionally jump straight into the targeted audience. However, research is not an easy task to carry out. It often exhaust resources such as time and money. That is why even before carrying out a research, one must weigh and plan research itself carefully.
There are primarily two types of research types: quantitative and qualitative. Quantitative involves numerical outcomes and related findings. Such examples include surveys and forms. Quantitative refers to focus group questioning and open ended discussions.
Research is related at all stages of the PR planning and implementation. It could be used before, in the preparation stage to set objectives right, identify the issue, context and audiences. If it was used during, it could monitor the process and check what is being said and done and to accurately ascertain whether the plan is successful or require any tweaks to redirect the program for intended results. If it is used after, it is used to as a form of evaluation and as a checklist for objectives that were met and not.
Sufficient research allows credibility and accuracy to pin-point and to minimise mistakes. That is why, in any sort of planning, research is integral and is a-must for success to set in.
One major limitation of research is the tremendous amount of time and resource used to obtain the results. There is also tendency to arrange for research programmes and not have any findings or research results through these arrangements. Research in itself requires additional planning such as the questions to ask and the discussion to direct the respondents. Another notable problem with research is the samples and sampling size. The correct approximate sample must be selected. Only a 5 percent margin for error is considered acceptable.
Part 2: Public Relations Practice
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In this chapter, I find that Synnott's (2001, pp. 430-431) table of PR effectiveness is easy to understand and reference to understand what a good PR is all about:
1. Work practices and approach (Responsibility, Valued-added service & Building relationships)
2. Skills, abilities and knowledge (Understanding of the job, Capability in Strategy & Execution, High level of technical ability)
3. Experience and background (solid experience, track record, sound journalism experience)
4. Personal attributes (Professionalism, people oriented, creative)
5. Judgement and ethnics (honest, ethical, integrity)
6. Relationship with management (contribution to management goals, accepted by management, equals to management)
7. Image and Reputation (highly regarded, good reputation in the industry, high credibility)
8. Works for the profession (builds profession, gives time to develop the profession, passion)
Public Relations is only about the sheer academic knowledge or experience within the industry or related industries. It is also all about the personal touch to the work of PR. There must be a form of personalisation of the work. Hence, it requires a tremendous amount of dedication and passion to become better than the good and among the cream of the crop (quality PR).
A good PR practitioner also pays attention to the society and the people concerned. A good network of people should be established to allow a smooth work flow as well as cooperation between organisation and the public. One also must be humble to earn respect and reputation of both internal and external factors.
On a personal note, my knowledge of PR practitioners are not only in within the eight categories. Also, I see PR practitioners as powerful problem solvers. It is their capability and aptness to access a good amount of ideas and creativity to overcome difficulties to success. As such, I am impressed by what I have learnt and will continue to do so.
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