WEEK THREE READINGS: 2/03/07 I believe the key messages from this week’s readings were the importance of good research throughout an entire Public Relations plan and how this research is applied to the PR process. I also thought the ethical considerations in research (although not in depthly) mention was a key message to take out of the readings. It highlighted the importance of academic honesty, the need to avoid plagiarism and to acknowledge sources to create an original piece. The key points in the reading can be applied to my group work by following the online tutorials guide to evaluating sources. This will ensure that my group has valid, credible, authoritive and useful information from academic sources. The numerous methods of research discussed have given me a wider knowledge of methods my group could use to research our company rather than just primary sources such as online journal articles. The readings made me think more about public relations theory/practice in that they made me aware of the qualities needed by a PR manager in the real workforce. These qualities were strategic thinking, problem solving and sound judgement. The readings related to the other reading I’ve done in previous weeks. Although I am new to communications this year, my previous course also focused on the importance of honest research, so this weeks reading refreshed my memory on academic honesty, but also expanded upon research methods that can be employed.