Strategic Public Relations Leadership, 2nd Edition

10 The planner

DOI: 10.4324/9781003185253-13

Chapter overview

This chapter examines one of the cornerstones and markers of public relations professionalism – planning. It looks at the complex, dynamic planning context, at new developments in strategic planning, typical public relations planning templates and at common issues with the implementation of these. It examines evaluation in greater depth, with the latest thinking being married with the strategic model described in this book.

Introduction

While this book is about strategic public relations leadership, it is important to cover a number of the foundation building blocks of success: planning is one such. Excellence in planning, managing and evaluating public relations is important ...