Week Three Readings

The readings from week three covered topics which I know will be extremely useful in the successful completion of this course and especially the group work. I found the readings cleared up a lot of my preconceptions about the use of research, and just how effective (or ineffective) it can actually be. I am a serial Internet researcher - and to see how easy it is to be fooled by Internet resources was a blessing in disguise!

The input, output, outcomes method of research discussed in 'Research and Evaluation' was a key message that is essential for PR practitioners, and coupled with methods discussed in other readings, they showed how a range of PR and communication skills were integral for a successful practitioner. The readings have assisted my approach to the group project in that I now see the value of committing time to research. Even though it does take time, money and human resources, the benefits out way the problems. In regards to the group project, using the input, output and outcome method would initially establish the background to the business, their stakeholders and environment, and further be extended to develop a plan for the company. Examples of research we would use could be; an initial SWOT, looking at existing public awareness and public opinion of group, developing a plan and while implementing it reflecting on the delivery of messages, and finally researching the level of success or failure of the plan. I did also learn though to be wary of the Internet - it is not the god of research facilities, and if used without caution, can actually be the opposite.

The readings also revealed a lot of PR practice, in that to be at the top of a company communications ladder, you need to know your management and conflict work. It showed me PR is not just a job where you improve relations between a company and its publics, but you act as an internal facilitator of communication. Someone at this level needs to be able to solve problems, have good judgment and experience in the industry. I learned they play an integral role in the field of strategic management.

These readings tied into last weeks readings on collaboration and group work. They emphasise a successful PR practitioner needs to be able to work through conflicts and manage group situations. Further, they need to be able to use the resources they have, such as people, to the maximum effect to achieve their desired methods. Such an example is through planned research, where the time is not wasted on superfluous material. PR can be good, but if managed wrong, it will just not happen.

Allyson.