Introduction

This chapter presents planning as a professional approach to strategic public relations (PR). It reflects a need for PR objectives and activities to derive from and support the wider organisational strategy and be consistent with the mission, vision and goals set by senior management. Being able to plan effectively and efficiently is a requirement for all PR practitioners, regardless of where they work or how long they have been doing the job. Job descriptions and role responsibilities emphasise the wide range of competencies that are developed by being involved in planning. Many organisations have a formal process of planning. This may follow a hierarchical process whereby a main strategic plan informs functional and operational plans. Forward planning may look ahead to guide the organisation over many years, for instance with a rolling five-year plan. Shorter-term planning is likely to involve an annual process, including establishing budgets.