Abstract
Public relations practitioners who ignore research will soon discover that they too are ignored. That is one conclusion which Otto Lerbinger draws from the latest study by the Foundation for Public Relations Research and Education on the use of research by corporate public relations professionals. A trustee of the Foundation, Lerbinger conducted this study. In this article, Lerbinger describes the three most common types of public relations research: environmental monitoring, the public relations audit, and the social audit. He then provides examples of each type of research. Lerbinger holds a Ph.D. in economics from the Massachusetts Institute of Techology and is a frequent consultant to corporations and public relations agencies.
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