Strategic Planning for Public Relations: Beginning the Journey is
written for the next generation of public relations professionals.
It takes account of the changing needs of the PR industry, where
strategic thinking is needed in abundance but tends to be in short
supply among many people who are just launching their careers. This
book is designed to address this shortfall by providing a
multi-level understanding of strategy to show how it directly
correlates to successful public relations. The book's
conversational tone and real world chapter exercises move the
reader from insight to strategic vision and application. Exercises
at the end of each chapter are designed to help students further
explore, reflect on and apply what they have learned. The book's
unique approach to strategy and strategic planning provides the
tools for students becoming strategists first and tacticians second
- essential criteria for successful public relations professionals.
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