ABSTRACT
This chapter explains the Public Relations (PR) Life-Cycle Model. The PR Life-Cycle Model combines PR strategy with the Self-Correction Model, and in that sense is unique. After setting the PR objectives based on the organization's goals, PR sends information to business targets in order to effectively carry out stakeholder relationship management. The PR objectives are selected to achieve the organization's goals, but they are different. Based on the PR objectives the "business targets" can be set, which in turn allows for setting the "communication channels" that will be used for communicating information to the business target. Depending on the objectives, interviews can include the organization's management team, departments, planning office, PR managers and other managers, general staff, and the main business partners. PR objectives and goals are achieved through continuous strategic communication activities from a medium- to long-term viewpoint. The PR program contains the specific techniques and individual activity items to realize the PR strategy.
