ABSTRACT
While this book is about strategic public relations leadership, it is important to cover a number of the major foundation stones of success. Planning is one such foundation stone. Excellence in planning, managing and evaluating public relations is important for two main reasons. First, it demonstrates competence in role. Chapter 12 on the technician role goes into some detail on how demonstrating technical competence provides professionals with the platform from which to take on more strategic roles. Senior managers have confidence in those who show technical proficiency. An accountant who cannot prepare a set of accounts thoroughly and professionally has no credibility. Second, using established business techniques such as recognised planning protocols also positions senior practitioners as mainstream business professionals, familiar with business processes, and a lack of general business knowledge and skills has proved to be a barrier to seniority in organisations for many public relations professionals.
