ABSTRACT
Effective public relations and marketing communication involves deeds as well as words. Strong programs are built only on solid and consistent action. Ideally, actions and messages work hand in hand, complementing each other as the organization interacts with its publics. This step of the planning process will focus on decisions about action strategies for achieving objectives. Strategic communication planners have many options for what their organization can do and say on any particular issue. Conversely, a reactive strategy responds to influences and opportunities from an organization's environment. Such response strategies include pre-emptive action, offensive and defensive responses, diversion, commiseration, rectifying behavior, and strategic inaction. The international campaign to select a world headquarters for the International Renewable Energy Agency shows the importance of performance and adaptation. One of the principles of effective public relations is adaptation, the willingness and ability of the organization to make changes necessary to create harmony between itself and its key publics.
