Before conducting public relations research, it is important to: 1) keep preliminary research up-to-date by monitoring social media to track brand reputation; 2) supplement written data with focus groups and interviews to gather information directly from people; and 3) craft unbiased survey and interview questions that do not lead participants in a certain direction. Group research work should have a written contract outlining expectations and consequences for clarity. Researchers should treat people as individuals rather than mere statistics.

1. Before You Research Five important things to know for public relations research By Evelyn Saunders

2. Keep preliminary research current Do not relay only on traditional research methods. Tracking your brand or company by monitoring social media outlets will allow you to better visualize your client’s current reputation

3. Talk to people Focus groups and interviews can be some of the most informative ways of gathering information. If possible, don’t just rely on written data. The internet is vital, but sometimes nothing can replace talking and gathering information in person.

4. Be fair when planning questions Be careful not to lead your participants in a certain direction with your survey, interview, or focus group questions.

5. Group Work- put it in writing! When conducting research in a group setting, it is important to set clear expectations for each group member, ideally in a contract. Include consequences and follow through with the consequences. Make the contract clear and concise

6. Ethics: People are more than numbers Don’t assume that you know what someone will do or say based on demographics or statistics.

7. …… .and finally, remember: don’t procrastinate! En Fin