5.Conclusion
Reflections
This project helped me to work on a PR campaign from the management point of view, instead of a technical point of view. To be a successful management, one should not only concentrate on the strategic and tactics of the campaign, but also the planning and evaluation of the campaign.
I have learnt the basics of communication, as it creates share meaning and understanding between people, which leads to the development of relationships between people.
And I gained much knowledge on market research, the close connection among the use of communication theories and research is beneficial to the development of a PR campaign. Research assists the communication process, helps practitioners to understand the success or failure of a communication campaign, and to develop strategies for more effective communications.
I have learnt and incorporated the 'PR Hierarchy of effect model' into this project during the planning stage. It helps me to identify the objectives of the campaign and the issues to be evaluated. I have also learnt that, research can be used as a planning tool, monitoring tool and even evaluation tool for PR campaigns. In this project, I have fully incorporated different research methods into different stages of the campaign.
One of the most important concept learnt is 'linking a public relations planning model with an evaluation model', this helps PR practitioners to think ahead, while planning for the campaign, they will think about the evaluation process matching with the different stages during planning. This model is particularly useful as this helps to save time and effort by predicting issues to be taken care of by the practitioners themselves.
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