Effective public relations are a process and its essential first step is research. Nowadays, research is widely accepted by public relations professionals as an integral part of the planning, program development, and evaluation process. Before a public relations program is undertaken, information must be gathered, data collected, and interpretation done. Only after the first step is performed, organizations can begin to make policy decisions and map out strategies for effective communication programs.
The second step in the public relations process, after research, is program planning. Prior to the implementation of a public relations activity, it is essential that considerable thought must be given to what should be done and in what sequence to accomplish an organization’s objectives.
A good public relations program should be an effective tool to support an organization’s business, marketing, and communications objectives. In other words, public relations planning should be strategic. A practitioner must think about a situation, analyze what can be done about it, creatively conceptualize the appropriate strategies and tactics, and determine how the...
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