There is a lot of hard work that goes into being an effective PR professional. A key component to being an efficient public relations professional is research.
“Formulating strategic public relations plans for your small business involves conducting some research, whether it is through customer surveys or other methods of data gathering. Public relations workers may give their opinions and recommendations on conducting research, but top management needs to understand the importance of the research and make informed decisions on how to proceed.”
A lot of times, people unintentionally insert bias. Researching thoroughly can eliminate bias. “Research gives the leaders of a company a realistic picture of how various members of the public perceive the organization. If the leaders and public relations workers in a company were to rely solely on their own biased opinions of how the public views the organization, they would risk not really knowing if the organization’s public image needs to be improved.”
Research shows what interests the public so the organization will have a better understanding of what to focus on and how they should market themselves. “Research for a public relations plan should involve a non-biased assessment of the organization itself.” This is why knowing what the public wants is so important.
Also, by being informed on what interests the public, the organization will know how they should devise a public relations messaging plan. Intensive research on groups the organization interacts with equips them with a list of media forms the various groups engage in, letting the organization know the most adequate technique of conveying its message.
“After a public relations plan has been formulated and then put into practice, additional research provides feedback on the actual public relations plan.” This research shows the organization if they have been effective in their approach, and to what degree.
Getting feedback allows the organization to make changes/adjustments to their public relations plan for the betterment of the company.