Tip Sheet: A Practical Guide to PR Research

By Mark Weiner

Companies and PR professionals who enjoy the benefits of research and evaluation begin by embracing the process fully: They relish their victories because their wins are

validated and can be merchandized more credibly to those who fund PR programs. They also understand that uncovering shortfalls is a natural result of the process, especially in

the beginning, but at least such shortfalls can be isolated and corrected.