One reason to research when developing a PR campaign is to measure the attitudes of the clients you are trying to connect with. By measuring their attitude about whatever product and/or issue you are trying to promote, you can allow a base for measuring attitudes in the future. You can measure the attitudes over intervals of time to ensure that you keep up with attitude changes of your clients.
Another reason to do research is to see how you compare with your competition. By comparing your campaign to your competitors you can look at the strengths and weaknesses that they have, and try to take that knowledge to improve your own campaign. For example, in fishing it is important to look at strategies other people use, and it isn’t bad to take different bits of information to help you put together an effective plan to catch your own fish.
One more reason to research when building a PR campaign is to keep up with different trends that are taking place. Keeping up with trends allows you to measure market issues and catch anything that could be a problem or could influence your decisions in the future. On the opposite end of the spectrum, keeping up with trends can also allow you to monitor situations that could be beneficial and open up opportunities for your campaign. It’s almost like watching the waves for the right time to fire up the boat, but after all, that’s just life on the lake.