There is no substitute for thorough research. We learn everything we can about the subject area and our target market. We feel the most compelling reason for using research is to make sure our program is the best it can be. We want to make sure that what we are doing is as “right on” as it can be. Before any public relations program can be undertaken, information must be gathered, data collected and interpretation made. We then begin to map out effective communication strategies after this first step is completed. LFPR uses both formal and informal research methods depending on the needs of the client.