This chapter is about Public Relations Research, research is one of the important tool for public relation professional. Here is some of my opinions about this chapter after reading it.
Public relation practitioners make use of research when they are planning or evaluation for their customer. Moreover, I felt really interesting if practitioner have problem in communication, they can research to find the way to solve their project. Research can help practitioner to organize and approach their work as possible. Furthermore, in my perspective, public relation professional work together with research so it can help them to grow the ideas and create the strategies for planning in the situation. Especially, useful information is provided by research which can help public relation professional better in job. That is the reason why I am really indulge Public Relation because I found that many functions which we can use and work with it. That is also the special particularity of Public Relations.
I felt interesting with the word "deafness", deafness usually occurs with old people, but in this chapter it becomes more popular to the young people because "Communication about it can only be effective if people understand what is it." This sentence is very meaningful to me because we listen only one or two words but we understand so better than can listen the whole chapter of the book. In the simple explain, research when we get the question and have to find out the answer. How to answer correctly and relevant with the question's requirement is the skill which public relation practitioner need to archived.
The research need to be qualitative and quantitative because both of those is useful when practitioner desire the information for their planning. Deeper in understanding is manifested by qualitative research and the statistics or trends is manifested by quantitative. So at the same time, we need to use both of those research and combine together to get the best result for work.
Finally, I want to mention about another perspective is Keeping up to date. The one of requirement's public relation practitioner is always update the information to have the wide and relevant knowledge for planning public relation or organizing the event. Some of areas that practitioners need to be target on are about economics, social environment or issues, technology, etc.
If we have enough skill of research I think we can become a good public relation practitioners in the future.