Outro

This chapter presents a counterpoint to both perspectives. It considers the merits of artistic spontaneity and the dramatic freedom to act on instinct. The chapter provides the greater use of technology in the planning process and views as a means of freeing up resources to take advantage of opportunities where imagination and speed of response are essential. It shows heinous or professional heresy to be challenging the evangelistic movement that is propagating a robust planning approach in public relations predicated on a measurement gospel. The fallibility of human involvement in planning supports an argument for greater use of technology in the planning process. The chapter discusses the artificial intelligence, automation and developments such as the Internet of Things are offering new ways to practise public relations. It calls for critical and reflective examination of public relations planning practices and favours a perspective that much can be learned from both an arts and a science perspective.