Reasearch is how things get done in an orderly fashion. Without research practitioners would be implementing all sorts of dodgy plans that have no evidence as to whether they are going to benneficial to the organisation. Most profeesional plans consist of three stages of research these being input, output and outcomes. Each of these stages consists of thorough research to ensure there are no problems or glitches. Research tells us what customers want, how the organisation is going, what tactics should be used. It is imperitive in achieving sucess. Leedy states that research is "the systematic process of collecting and analyzing information in order to increase our understanding of the phenomenon with which we are concerned or interested".
The input stage determines what needs to go into the project or program. Outputs are the actual elements of the program or campaign. Outcomes are the actual results of the action. There is also formal and informal research. Formal is more expensive and time consuming but it is more reliable and credable where as informal is the opposite to this. Often it is effective to use a mix of both. There is a wide rage of ways you can research various things including surveys, indepth interviews, focus groups, case studies, among many others.
PRIA's code of ethics ensures that practitioners use information in ethical ways and provides guidelines about the type of conduct that should be used as sometimes people can be damaged by information and research is to be gained in legal ways. They have guidelines that practitioners can look at to ensure what they are doig is right.
Case study 6.1 in Johnston and Zawawi's Public Relations Theory and Practice, talks about the 2001 Bureau of Statistics - Census Communication Campaign. It shows how the three stages of Input, otput and outcome is successfully implemented. Without this research it would not have had such great sucess as too wouldn't many other campaigns. As much research as possible should always be done. Success usually depends on good research.
References:
Public Relations, Theory and Practice
by J. Jhonston and C. Zawawi
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