We used to think that such “episodic” research was better than none at all, but now we're not so sure. Without regular research, you don't really know if things are getting better or worse. Just as you update your media contact list, or your Web site or press kit on a regular basis, you should update your knowledge of what is working or not working in your program. Ongoing research enables you to measure progress over time. And developing an understanding of trends in the industry or in media coverage helps keep your efforts in perspective and makes you smarter overall.
The way to convince your agency of this is to point out what you don’t know about a program’s performance. And to point out what a better job you could do for the client if you did know. Keep on measuring. -KDP