ABSTRACT
Once strategic communicators find possible opportunities and threats, additional research is needed to determine which opportunities to pursue and which threats require attention. To make such decisions about what items to pursue through strategic communication, additional research is required. Strategic communicators need to feel they have enough information for making an informed decision, what is often called situational awareness. Research is a way to collect more data about from the environment and analyzing it to understand the nature of the situation the strategic communicator faces.
