ABSTRACT
Why a book on strategic planning for public relations? Because effective and creative planning is at the heart of all public relations and related activity. And because the field is changing. No longer is it enough merely to know how to do things. Now the effective communicator
needs to know what to do, why and how to evaluate its effectiveness. Public relations professionals used to be called upon mainly for tasks such as writing news releases, making speeches, producing videos, publishing newsletters, organizing displays and so on. Now the profession demands competency in conducting research, making decisions and solving problems. The call now is for strategic communicators.
