Research is hard, which is why lazy PR writers try to avoid it.
Research involves finding sources, evaluating those sources, extracting useful information, and then summarizing that information. The real task is to start with that information and then distill the relevant facts, evaluate them, organize them, and fill in the blanks where information is still needed. The more you research the subejct, the more you'll understand the boundaries of the subject. I will often get lost in the details just because it's so interesting, and I will learn much more than I need to know about, say, the politics of natural gas in Texas. Your Message Planner should be filled with Key Ideas that you have developed during your browsing and downloading and evaluation.