Focus on research
You job is not just making media contacts and trying to schmooze the public, it also involves research. Or at least it should. Part of your job is to find out the facts about your company, about your product, about your clients, and even about the public.
These facts are typically not ones that you will find on the internet; these are facts that you are going to have to do research on. If you want to know what proportion of the population would support some new program offered by your organization, you are going to need to find that out. You will need to use some research method to find the information. You may develop a survey or conduct interviews or dig into the archives and after you have your information, you will need to analyze that information. The research process takes quite a bit of time and you may find that you are always working on a research project or two. If your training didn't include a basic research methods and a basic statistic class, you may want to consider taking those classes now.
