Most people outside of the PR world assume that all it takes to be a public relations professional is the ability to communicate an idea for them to be successful. What most people DON’T know (which was myself up until recently) that people working in public relations actually have It can be argued that research is the most important aspect of public relations!
Knowing your client: What company are you doing PR for? What is their history? What seems to be working well for them? What’s not working so well? What needs to change in order for the company to prosper?
Knowing your market: Who are you targeting? What is the best way to reach that target audience?