ABSTRACT
Implementation of the public relations plan is the third step of the public relations process. It implies carrying out the activities developed in the planning step. For the public relations technician, that's all there is to know. From a technical perspective, it is now time to get to work on carrying out the technical aspects of the plan. Before the authors move on to specific aspects of how to manage the implementation of a project, they need to examine the relationship between management as a general concept, and the concept of leadership. The authors begin their discussion of management tools with an examination of budgeting, since this is likely the first step one will need to take in managing the implementation of the public relations plan. More than any other aspect of managing projects, budgeting seems to frighten public relations practitioners.
