Research and analysis are essential in the setting of effectual PR campaign objectives. Through primary and secondary research, it is imperative to understand your target audience so you craft achievable goals that will meet your needs and cater to your publics properly. Comprehensive research will undoubtedly reveal your main challenges and lead you to generate a thorough task list to meet your objectives. It’s advantageous to know your strengths in order to capitalize on them. You need to know your weaknesses equally well not only to address them or prevent problems but to also be prepared if you’re confronted about them. The research phase is also the time to analyze external opportunities in order to capitalize on them. It’s also the opportune stage to become aware of pending threats in order to be proactive.