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Public Relations: Biz Style Research

Top News Sources

What is a 10-K?

The annual report on Form 10-K provides a comprehensive overview of the company's business and financial condition and includes audited financial statements. Although similarly named, the annual report on Form 10-K is distinct from the “annual report to shareholders,” which a company must send to its shareholders when it holds an annual meeting to elect directors.  For more information, visit the SEC website.

You can view a company's 10-K in the EDGAR database on SEC website.

Business Databases

Locating articles in business news and trade publications is an excellent way to begin research on a public relations plan for a company or organization’s product, service or message. Business article databases can be used to collect information about a specific company or organization, product or service, and target audience. These databases may include information on advertising and public relations for non-profit organizations as well.

NAICS Codes

One way to conduct your company research is search by NAICS code (pronounced "nakes"). The North American Industry Classification System (NAICS) is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy.  Here is an example of codes if you were conducting supermarket research:

445 Food and Beverage Stores
4451 Grocery Stores
44511 Supermarkets and Other Grocery (except Convenience) Stores
445110 Supermarkets and Other Grocery (except Convenience) Stores
44512 Convenience Stores
445120 Convenience Stores

 Click here for more information about NAICS.

  ABI Examples

These snapshots illustrate how to search ABI/INFORM for marketing related data.

  Business Source Premier Examples