Ninety percent of PR professionals feel strong research is necessary but only 55 percent actually do it. (Photo Source: altmf.com)

“By the seat of your pants” research won’t fly you to the top

You’re an in-house public relations manager. Your boss comes to you with a problem so you plan a miracle campaign to fix it. The tactics are professional grade, each media channel corresponds perfectly with your segmented publics and, most importantly, you stayed under budget. Great! This …