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"When facing a sudden and unexpected crisis, research puts the issues involved into proper perspective through emergency monitoring or polling." Dr. Walter Lindenmann


BEFORE YOU ACT, RESEARCH!

 

Before any PR campaign is launched, there is extensive research and planning that must be done. Practitioners need to know where the issue at hand stands before they can cater their publics properly. According to Dr. Walter Lindenmann of the Institute of Public Relations, research is “a systematic effort aimed at discovering, confirming and/or understanding through objective appraisal the facts or opinions pertaining to a specified problem, situation, or opportunity.”

Research is the first step in analyzing the publics and stakeholders to learn how to satisfy them. Part of the research activity is to detect problems that may arise along the way. In this manner, they can either be prevented or the company can deal with them in a calm and rational manner. Furthermore, “when facing a sudden and unexpected crisis, research puts the issues involved into proper perspective through emergency monitoring or polling” (Lindenmann Institute of Public Relations).

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