ABSTRACT
This chapter provides an understanding of the research skills, tools and techniques that enable public relations (PR) practitioners to gain insight into organisations, issues and opportunities. In order to adopt the PR Information System Management (PRISM) approach or to gain insight to inform planning, it is important to understand the basic components of research. The purpose of initial research is to provide sufficient context to enable reflection on the nature and causes of the situation to be addressed by a PR campaign. A focus on action research and practice-based learning addresses the criticism by Van Ruler that a focus on informal, ad-hoc research in PR is harmful to 'its prestige and its status'. They offer a structured approach to planning, albeit one that is more flexible than traditional views of 'command and control' management. For PR to act as a strategic function, it needs to encourage development of capabilities in analysing issues and opportunities.
