Research and Evaluation - Week 10

The backhand of all public relations process requires thorough research to be done. During every research process, information is gathered during the phases of research that provides valuable input in the planning. Post research, the implementation process contributes to the outputs, and outcomes.

I think the key points to remember from this week's readings are:

• why is there a need for research
• considerations to be taken during research
• what and when to research
• its methodologies

The need for research is vital seeing that in public relations, there is a need to identify the requiment for a communication program, especially in assisting in establishing that program in order to evaluate the effectiveness. The best method of evaluating all the factors is done through research.

Conducting research can be costly and it is important to consider factors such as budget, the terms of engagement, deadlines, setting clear and well-defined goals as well as objectives. These measureables provide an agreement on the research direction. Goal and objective-setting is very important and should always consider the above mentioned to identify the direction of the research and move on to what and when to do the research.

Methodologies in research provess is done through informal and formal (qualitative or quantitative). With various methods of research being made available, the research process can allow gathering more information be made much easier.

The readings made me think about how the application of research is done through intput, output and outcome stages of a pr campaign, the method of research that an organizations chooses to follow needs to have its objective in mind. Choices of methodologies are crucial as they would result in the form of the information collected during the research process.

Strategy, Planning and Scheduling & Tactics - Week 9

Strategy, Planning and Scheduling

The stages of the strategic process in public relations are creation of organizational vision and mission statements, creation of public relations vision and mission statements, establishment of performance indications (KPI), budgeting, writing of a strategic public relations plan, scheduling of public relations plan activities.

I think the key points to remember from this week's readings is to be aware of the relevance of strategy, planning and scheduling done by public relations practitioners to think and analyse strategically in order to be ahead and updated in today's organization.

In organizational strategy is a series of planned activities edsigned and integrated in order to achieve an organization's goal. It's impact would affect the leadership of an organization and allow the managing of communication much easier. Strategy is not a tactic; it guides the selection of these tactics or stages.

Public relations strategy from a pr perspective must allow strategies to be designed for communication with all target groups - employees, government, pressure groups and local community.

The readings made me think how widely ranged public relations practice can be and how critical it is in return. The strategic planning and scheduling of public relations plan is important to the effective implementation and the management of the goals and objectives that supports an organization.

Tactics

Stratgy and tactics are often being used in the same context but they are closely linked to one another. Tactics can be broken up into two major groups:

• controlled tactics - those which the public relations practitioner maintains every control of the process
• uncontrolled tactics - can be altered or blocked completely (e.g. media relations, media release)

Methods of delivery for suitable tactic and mix of tactics needs to be chosen carefully as it plays a vital role in determining its impact and effectiveness. Every method of delivery is important, however difficult to be flexible, there are advantages and disadvantages that should be looked upon.

The readings made me think that however stringent the method of delivery using a specific tactic or strategy in an organization, there is no guranteed result that the tactic used is the correct one and it will surely prove success. Tactics need to rely on strategy since they are closely linked and its ability to relate to target audience along with the message intended to be communicated.

Sponsorship & Event Management - Week 8

Sponsorship is said to be a very expensive tactics which is chosen by an organization, but in return the fruits of their goodwill is being delivered by a well-chosen and well-managed sponsorship. It is the act of goodwill that should not be confused with donations as it expects something in return.

The key points to remember from this reading are the different types of sponsorship, the structure of event management and the selection of sponsor benefits.

Sponsorship is constantly used by organization to emote goodwill and provide possibilities to raise the organization's image and reputation by associating an organization to an event. Sponsorship allows a focal point for sales and marketing efforts, and generates media coverage. Benefits include exclusivity, image association, hospitality for client entertainment, product sampling, signage rights, merchandising, networking with people of importance, media coverage, use of personnel for advertising, promotions and sales opportunities.

Different types of sponsorship includes:

• philanthropic sponsorship - often community-based
• corporate sponsorship - based on events or activity; never linked to the sponsoring organization's business
• marketing sponsorship - sponsorship most commonly used; includes cost effective sales and marketing strategy

Event management needs to be carefully managed in order to achieve a variety of goals and objectives. In creating events, Tonge (1999) proposes four steps to create successful event: feasibility, planning, execution and evalutation.

The readings make me think about how sponsorship represents the various aspects of public relations that applies, and focuses public attention on events, organizations or product over a short period. Sponsorship also works two-ways - with responsibility for positive benefits being taken by the event organizer as well as the sponsor.