It would have been interesting to mention other ways research could be used aside from the three ways you chose to illustrate.
Within your Top Tips, you advocate the use of the MRS Research Buyers Guide, yet two of the four 'big' agencies highlighted, OnePoll and Populus, are not listed.
Both are reputable agencies, but there has to be more than just 'recognition' as to why they and others are selected.
Statistics and terminology are frequently misunderstood and this lack of knowledge can lead to PROs being exposed in front of media scrutiny.
Your research agency should work with you to ensure you are using your statistics correctly, including checking any materials prior to publication, and this is also stated in the MRS code of conduct.
Furthermore, it would have been opportune to have raised awareness to the revisions to the MRS code of conduct, which will come into force on 1 April, as some of the changes will have implications upon the PR industry.
Nik Harta, director, Opinion Matters
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