Research is a key component to public relations. It brings out the strategic part of the communication in PR. Without research, public relations can’t be accurate and effective with their strategic management. Although research requires a large budget it is necessary in the long run. Research is two-way communication. It is not just a dissemination of information; it also collects information from the publics.
Two-way communication is way more useful than one-way communication. Research is how we find our key publics. They are the publics we want to focus on. It also gives us not just qualitative date but quantitative data with hard facts. It proves a research question or hypothesis the PR company is working on. Research is a huge part of the foundation of public relations.
Source: Durnescu, Ioan. "Research Note - CEP Probation." CEP Probation. N.p., 03 Mar. 2016. Web. 14 Nov. 2016.