The next step in every public relations process by which it operates after research is planning. Planning in Public Relations is essentially about making the concrete decisions about what needs to be done and the order in which it will be done as a response to a particular situation or in anticipation of something that might occur in future. Your analysis of the situation is the crucial beginning to the process. It is imperative that all involved-planner, clients, supervisors, key colleagues and the ultimate decision makers are in solid agreement about the nature of the opportunity or obstacle to be addressed. The Public Relations practitioner takes a careful and candid look at its internal environment (mission, performance and resources), its public perception (reputation) and its external environment, (competitors and opponents, as well as supporters). Strategic Planning provides an objective technique for setting priorities among the various publics, helping you select those...
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