Take Better Advantage of CI

Seventy percent of PR pros think their previous efforts would have been more effective if they had had access to richer competitive intelligence. The vast majority of
communicators participating in a study released by Fleishman-Hillard and Fuld & Co. (a competitive intelligence provider) strongly agree that they need competitive
intelligence in order to be effective. The nagging question - how to find the information. The study shows most large companies have some sort of CI function (many have in-house
resources). But many PR execs say they still experience difficulties obtaining the information they need for more effective campaigns. Hurdles include: