Once more, two chapters for this week's readings, with two main key points:
1) The importance of conducting research, and the various methods of doing so.
2) The effectiveness of using sponsorships as a PR tactic.
Research and evaluation is very similar to what we have learned in another subject, Audience Studies. Research is important for any organisation as it ensures that their campaigns, objectives, and plans stay effective and successful. It also allows companies to analyze the strengths and weaknesses of their competitors, and try to come up with better ideas that will interest the public more.
Research can be divided into two main methodologies: quantitative and qualitative. A PR practitioner will use either method depending on the type of information he is looking for. For example, if he is looking to gather statistics and figures to measure and verify something, a quantitative method such as surveys would be used. If the practitioner is looking to gather more in-depth and interpretive information, qualitative methods such as focus groups and interviews will be used.
A good researcher will probably end up using both quantitative and qualitative methods together, as it ensures that the data he gathers is balanced and complete.
The readings made we realise that using sponsorships as a PR tactic requires plenty of research beforehand. Knowing which sponsor to choose, and how that sponsor will benefit the company, is only possible through careful research and evaluation.
Neglect the importance of research, and you are guaranteed to fail.
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"Knowing which sponsor to choose, and how that sponsor will benefit the company, is only possible through careful research and evaluation."
ReplyDeletevery true! i think as a public relations practitioner, one would need to do a lot of research before making any decision be it deciding on type of sponsorship or choosing the tactic.