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Public relations professionals often find themselves in the position of having to convince management to fund research, or to describe the importance of research as a crucial part of a departmental or project budget. Research is an essential part of public relations management. Here is a closer look at why scholars argued that conducting both formative and evaluative research is vital in modern public relations management:
Without research, public relations would not be a true management function. It would not be strategic or a part of executive strategic planning, but would regress to the days of simple press agentry, following hunches and instinct to create publicity. As a true management function, public relations uses research to identify issues and engage in problem solving, to prevent and manage crises, to make organizations responsive and responsible to their publics, to create better organizational policy, and to build and maintain long-term relationships with publics. A thorough knowledge of research methods and extensive analyses of data also allow public relations practitioners a seat in the dominant coalition and a way to illustrate the value and worth of their activities. In this manner, research is the strategic foundation of modern public relations management.Stacks and Michaelson (in press).