Research is a vital function in public relations. In recent years, social media has become very helpful in conducting research for a client. Environmental monitoring has grown because of social media. Company’s can follow trends and changes in public opinions much easier through the use of Twitter, Facebook, etc.
Vera Bradley is one of my company’s I am following on Twitter and is a great example of environmental monitoring. They are ahead of the trends by talking about summer products they will be having and have been tweeting about them almost all semester. They are producing products the public wants and advertising them as soon as possible.
Without research, companies like Vera Bradley wouldn’t last very long. Research allows for PR practitioners to be able to expand a company’s image by keeping up with what the public is asking for. Social media has become such a vital part of our world and PR practitioners have taken advantage of these outlets to conduct research.