What the text is talking about is PR’s strategic management role.

Chapter 8 on public relations research in the Saylor text argues that research is an essential part of public relations management, for the following reasons: The text says research
makes communication two-way by collecting information from publics.
makes public relations activities strategic by ensuring that communication is specifically targeted to publics who want, need or care about the information.
allows us to show results, to measure impact, and to refocus our efforts based on those numbers.
“Without research,” the text concludes, “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” (p. 84).
What the text is talking about is PR’s strategic management role. Practitioners use research in both the brainstorming (formative research) and the execution and evaluation (evaluative research) stages of PR to
identify issues and engage in problem-solving.
prevent and manage crises.
make organizations responsive and responsible to their publics.
create better organizational policy.
build and maintain long-term relationships with publics (pp. 84-85).
Questions for you: Imagine that you are in the corporate communications department of a medium-sized company that produces beauty products. The senior management is considering a new facial cream for men and women over the age of 50, which is designed to help make users look younger.
1. Applying the guidelines from Chapter 8 of the Saylor text, what questions would you recommend that the company seek to answer during the formative (planning) research stage to determine whether this new product could be successful? Why; what would be the purpose of this research?
2. What approach to this research (formal or informal) would you suggest that the company take? Why; what is the essential role this research would accomplish in the development of a PR plan to support the product?
Justify your answers with reasons that reference what you learned from Section 8.1 and 8.2 of Chapter 8 in the Saylor text.

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