From collecting information about key media contacts to conducting scientific experiments to gauge campaign effectiveness, research is an integral part of modern public relations. In addition to helping practitioners plan their efforts, research also is used to help evaluate the success of a campaign once it is completed. Without research, practitioners would be forced to guess on plans of action prior to initiating programs and later on whether or not the actions taken had resulted in meeting program objectives. The absence of data, formal or informal, to guide determinations at either step in the public relations process would seem to guarantee failure to all but the luckiest of practitioners able to hit the mark in the proverbial "shot in the dark." Informally, practitioners create databases of key contacts, facilitate focus groups and monitor professional and scholarly publications for up-to-date information related to their publics. Likewise, practitioners also use formal techniques of scientific research methods such as surveys, content analysis and experiments to collect and analyze information.

In addition to providing data that guides programming and aides in evaluation, research is used to establish the value of public relations to management. Tangible evidence of the value of a well constructed and executed campaign is not always obvious. Public relations practitioners often focus not on selling products but instead on fostering better business environments that ultimately lead to a better bottom line in the ledger. Even in times of overall economic strength, public relations practitioners may find themselves fighting the misconceptions that public relations is merely the touchy-feely branch of an organization and should be the first department cut when the economy turns sour. Research is key in demonstrating that public relations brings in more than it costs.

Finally, some research in public relations is conducted to audit the environment without regards to any program or campaign in particular and in no attempt to establish credibility with management. Public relations audits, communication audits, and social audits help practitioners gauge how well the organization is performing overall in gaining favor with stakeholders, communicating with constituents, and successfully being recognized for social responsiveness. Again, audits differ from other forms of research that attempt to guide, show the value of, or evaluate specific programs conducted to reach specific goals. Audits are typically employed to help monitor the overall public relations environment so that practitioners can be sure their organizations are in the best standing when programs are in fact launched.

In the end, the ability to conduct, evaluate, and communicate research is an essential skill for modern public relations practitioners. Whether it be moderating a focus group to refine a brochure for a product launch, conducting a telephone survey to determine the reach of a concluded campaign, demonstrating to management the monetary value of news releases printed in the local newspaper, or auditing how memos best circulate throughout an organization's departments, research has become vital in public relations and any person wanting to practice it.