There’s no debating the value of research to the success of a PR campaign. But there can be challenges to the process that few of us want or like to admit. Sometimes clients don’t care to spend the money or take the time to understand their audience, or the problem they face. In other cases, the boss wants a solution on the street, or in the media’s hands, today. If we are honest, we all must admit we’ve been down this road.

So what can we do about it? Dr. Tina McCorkindale is the President and CEO of the Institute for Public Relations, a non-profit ready to help PR pros tackle all their research challenges. In this week’s episode, she addresses this issue and offers some DIY solutions to the problem.