I have completed units in the past where they discuss the importance of using research
methods such as surveys, questionnaires and focus groups. But before completing my internship, I didn’t realise it's full potential and how much of an impact it actually makes, especially for PR.
The Friday before my internship commenced, I went into
Professional Public Relations (PPR) for a hand-over from the old intern, and to
meet everyone I would be working with. One of the Senior Counsels asked me if I
would like to meet him on Sunday to help complete patron surveys regarding the move
of football to Lathlain oval. As per advice given from the old intern, to take
all opportunities, I said yes and helped him out.
The Monday I started at PPR,
I entered 184 survey results into an excel spread-sheet. After this, more
surveys were conducted and more data was entered. While this may not seem
exciting, it was incredibly interesting to see the stretch of questions, from
asking how old they were or what suburb they’re from (demographics) to
open-ended questions such as what they would like to be done with the remaining
Subiaco oval. Some responses were very opinionated and others seemed not too
fussed.
I was then taken through the process of how what I had
helped with (surveying and data entering) will then be used to help with a
major research report for the City of Subiaco by attending an exclusive meeting.
The whole process was discussed and I could now see how the work I had
done fits into the bigger picture. This data would form part of a potential
decision that will made in the future as a result from the people I helped
survey and the data I had entered.
Research is vital for any industry, but especially
important for public relations professionals in order to estimate and plan for
the future as well as developing strategic PR plans. After completing my
placement at PPR, I now fully understand the potential and significance of
research and how effective the use of surveys can be to develop a broad
research base and to access a large demographic of people.
The following video shows how PR planning/ research is
‘over-stated but over-stepped’ and how many businesses underestimate this step,
resulting in an overall loss of efficiency.
1 comment:
Hi Greta,
It was good to read your blogs. This blog particularly interested me because I have covered a similar topic in one of my blogs.
I thing all the interns from this unit eventually come to realise the importance of research in this particulate field of work. It never seemed so important in the uni, however it is very vital in the professional world.
Also, it is never enough. You can never do enough research. You can just get tired or be satisfied with what you have researched until then. But there is no limit to that. Especially with the internet and google, research has no boundaries.
Hope your experience as an intern was awesome.
Cheers,
Saket.
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