The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Conclusion

Effective public relations research and planning require a mindset that focuses on best practiced research as an integral part of departmental budgets and programmatic and continual collection of data. All research planned in public relations should have clearly defined and achievable goals that mirror those of the organization and objectives stated in both actionable and measurable ways. Research should be triangulated and aimed at addressing the research questions appropriate for the problem or opportunity. Finally, effective public relations demonstrates impact on both nonfinancial and financial indicators and must have the necessary resources allocated to research.