Your Public Relations and Communications Community

View PDF PDF File

Outlining the plan with business objective tie-in: Strengthening your strategic communications planning skills


Publication Date: 3/2007

Source: SO01 Public Relations Tactics
Product Code: 6C-030716
Organization/Author/Firm: Mason, Debbie APR, Fellow PRSA
Specialization(s): Strategic Planning / Firm Management
Format: Newsletter Article (Tactics)
Member price:
FREE
Non-Member price:
FREE


Summary

Do your CEO and senior management team look to you, the chief PR officer, to build the road map that will guide the organization in achieving its business goals and objectives? While many PR professionals are well-versed in setting goals, objectives, strategies and tactics, if those plans are done in a vacuum, with no direct linkage to the business objectives of the organization, then the plans lack true value to the organization — and the CEO.

No matter what the mix of disciplines (marketing, advertising, fund raising, membership, etc.) to be included in the plan, all PR proposals should be inextricably connected to the business plan and the strategic plan of the employers and/or client organizations we serve. If PR professionals are not included at the highest strategic levels of decision-making, then we must develop relationships to glean critical information about business objectives before establishing communications plans.

INSERT: Seven steps for planning strategically




Training Webinars Included With PRSA Membership!

Broaden your skill set with access to more than 50 live and on-demand webinars in 2014.