Why research is the secret weapon in great public relations

The belief that research sits at the heart of credibility, insight and influence for good corporate communications is the reason I helped start Opinium Research almost two decades ago. At the time, much of the research industry treated PR clients as an afterthought. A number of us felt this was a missed opportunity. Great research should be designed with storytelling in mind. It should be rigorous, future-focused and capable of supporting meaningful thought leadership.

That conviction still holds. With artificial intelligence firmly embedded in communications workflows, research should remain a constant in every PR toolkit. I believe it underpins credibility, sharpens storytelling and gives communications real substance.

AI is changing how insight is generated and analysed and the question for PR professionals is no longer whether to use AI in research, but how to use it responsibly without undermining trust or reputation.

The opportunities for PR professionals

For PR professionals, this creates opportunity. Those who understand both communications and research fundamentals are well placed to lead in an AI-enabled insight landscape. Our value lies in translating complex data into narratives that inform, engage and influence.

Used well, AI already adds value in ways that matter to PR. It can analyse open-text responses at scale to surface more human and newsworthy insights. It enables more conversational surveys that capture richer context. It helps identify poor-quality respondents in real time, protecting data integrity. It can also reveal patterns or audience segments that might otherwise be missed, strengthening the story we tell.

At the same time, AI introduces new risks that we shouldn’t ignore. Tools can sound confident while being wrong, particularly when analysing data or drafting conclusions without proper oversight. Expertise still matters and that’s where finding research agencies willing to take PR and communications seriously matters.  Find an agency that can sense-check outputs and verify results across multiple sources where possible. 

And we shouldn’t forget that the traditional principles of using research to build a story still apply. Research works best when treated with the same seriousness as financial or legal evidence. Done properly, it helps us understand audiences, test assumptions and move beyond internal echo chambers.

Good PR research

Clarity of purpose is always the starting point; asking the "why?" Good research begins with a clear understanding of what a client is trying to achieve, the problem they are solving and the decisions the insight needs to inform. Research should never be used to manufacture flattering headlines. Its role is to explore reality honestly and intelligently.

Questions must be methodologically sound and free from bias so the findings stand up to scrutiny. At the same time, they need to be human, relevant and connected to the story an organisation wants or needs to tell. This is where experienced communications professionals add real value. We translate strategic objectives into questions that generate insight, not just numbers.

When used thoughtfully, research allows PR professionals to move beyond messaging into genuine insight leadership. It becomes more than supporting evidence. It becomes the story itself. Data-led thought leadership cuts through noise and provides a credible anchor for media coverage. And again, find a research agency that really understands PR, that holds quality, robustness and integrity alongside with an understanding of what the research is going to be used for and are “real people” and easy to work with (never to be underestimated with any suppliers!)

In practice, this means research should not sit in the background. It is a strategic asset. Journalists, stakeholders and audiences increasingly expect evidence rather than assertion. Robust research helps us meet that expectation with confidence.

Research is not just another tool in the PR toolkit. It is the lens through which we understand the world, assess risk and opportunity, and tell stories that matter. As emerging technologies continue to reshape our industry, its strategic importance will only grow. That is something we all need to embrace this year.  And I’d love to have the discussion with anyone who would like to discuss further. 

Louise Ahuja is a freelance corporate communications consultant having spent 10 years on the board of Lansons Communications. Louise is also one of the founders and on the executive board of Opinium Research.