Research is the objective and systematic gathering of information. It must be conducted before any plan can be constructed. Don't be intimidated by research. True, it can be as complex as conducting statistically valid mail, telephone, fax or e-mail surveys. But research also can be the informal pursuit of information, including browsing web sites and libraries or simply asking opinions of people you know, trust and believe are important to your success.

RESEARCH CAN:

• Help probe basic attitudes of groups so you can construct pertinent messages.
• Measure true opinions of various groups. A vocal minority may not represent the group's genuine feelings or beliefs.
• Identify opinion leaders who can influence target publics.
• Reduce costs by concentrating on valid objectives and key audiences.
• Help pretest messages and proposed communication channels before you implement an entire program.
• Help determine the timing of a public relations program to take advantage of current public interests and concerns.
• Achieve two-way communication. Feedback from audiences can help you fine-tune messages and generate mutual understanding.

QUESTIONS TO CONSIDER BEFORE BEGINNING ANY RESEARCH:

• What is the problem or challenge?
• What kind of information do you need?
• How will you use the results of the research?
• What specific public should be researched?
• What research techniques should you use? Literature review; web searches; mail, telephone or e-mail surveys; personal interviews; focus groups?
• How will the research data be analyzed, reported and applied?
• How much will it cost?