Running a public relations program without research is like planning a road trip through unknown territory without a map. With luck, you might reach your destination eventually. Chances are, though, you'll run out of gas first.

The challenge of finding money for opinion polls and surveys in lean school budgets, however, is often just as daunting. Now, with 40 states in deficit spending, public information budgets are feeling the squeeze, even though increasing competition makes knowing what parents and taxpayers are thinking even more essential.

That's why more businesses and

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