Issues based PR is particularly reliant on research as a means of demonstrating that a problem or issue exists. If a company can be seen to respond to an issue, it claims the moral high ground and positions itself as solving industry problems. In May 1998, Integris revealed the results of an industry wide survey it had commissioned into the problems employees' face when going through an outsourcing contract. The results indicated that the industry was failing the people it needs most, leading Integris to launch a code of practice detailing a methodology to ensure that the problems are addressed. In this instance research helped identify genuine concerns within a market and prompted Integris to take steps to help remedy the problems isolated in the research.
Research is popular simply because everyone likes to read about people like themselves.
Surveys provide readers with a sneak glimpse into the reactions, attributes, likes and dislikes of their peer group. Marketeers use market research as a way of understanding who their target market is, how they behave and what their preferences are. Market research is so widely used by organisations that acceptance is high among the press and their readers, and is invaluable for the PR professional's clients by demonstrating how products and services are used, needed and appreciated. Publishing the fact that your client has been involved in a research campaign positions them as a customer-facing organisation, one that knows its market, addresses its needs and is a responsible corporate citizen. This is only true when the research results you promote have a natural link back to an organisation's business or market.