What aspect of public relations does 'ongoing research' primarily support?

Ongoing research primarily supports the monitoring of shifts in public opinion and the refinement of strategies. This is crucial in public relations as it allows practitioners to stay informed about changes in public perception, societal trends, and stakeholder attitudes. By conducting continual research, PR professionals can assess the effectiveness of their communication strategies and make necessary adjustments to enhance their campaigns, align with public needs, and build stronger relationships with their target audiences. This proactive approach underpins effective communication and ensures that organizations remain relevant and responsive to their audiences’ evolving expectations and perceptions.