Importance of Formative Research

Research is integral to every effective public relations program; formative research sets the stage. Professor Jim Grunig explains why.

In an interview with The Measurement Standard, Jim Grunig (professor emeritus at the University of Maryland‘s Department of Communication).“Effective public relations departments use formative research to identify their most strategic publics, identify problems that publics expect organizations to solve or that organizations create for publics, and listen to publics before making decisions.”

“They then use this research to counsel management on strategic decisions and to identify scenarios that might lead to issues and crises before they occur. Excellent public relations departments then use this formative research to plan communication programs such as employee relations, member relations, media relations, customer relations, investor relations, community relations, and public affairs and government relations.”

Read the full interview.