ABSTRACT
This chapter is intended to introduce students to the concept of seeking, hiring and managing data and measurement suppliers. It explains best practices in interacting with professional research firms. The chapter provides suggestions on how to make the best use of research and data supply firms. Public relations (PR) professionals are rarely data scientists or even data professionals. Working with suppliers is an important part of being a PR professional. Searching for a research partner starts with a firm understanding of what is expected from such a supplier. In most cases, a PR firm wants a supplier who can provide services like supplying access to a panel or who can gather a group of people together for a focus group and can manage the focus group process, including acting as moderator, recording and creating a report on the learnings that come from the exercise.
