The Public Relations Process—“RACE”

Strategic public relations is focused on achieving goals and objectives that contribute to the overall purpose and mission of an organization. To be strategic, public relations professionals need accurate information about the situation they face, the stakeholders, publics, and audiences they communicate with, the effectiveness of their communication efforts, and the overall impact the program has on building and maintaining relationships and building a good reputation. Public relations professionals may be tempted to start with tactics—such as press releases—but strategy as determined through research should always drive tactics.

Constructing the Strategic Plan for a Public Relations Campaign

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