Outlining the Plan with Business Objective Tie-In: Strengthening Your Strategic Communications Planning Skills

Publication Date: 3/2007

Source: SO01 Public Relations Tactics
Product Code: 6C-030716
Organization/Author/Firm: Debbie Mason, APR, Fellow PRSA
Specialization(s): Strategic Planning / Firm Management
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Do your CEO and senior management team look to you, the chief PR officer, to build the road map that will guide the organization in achieving its business goals and objectives? While many PR professionals are well-versed in setting goals, objectives, strategies and tactics, if those plans are done in a vacuum, with no direct linkage to the business objectives of the organization, then the plans lack true value to the organization — and the CEO.

No matter what the mix of disciplines (marketing, advertising, fund raising, membership, etc.) to be included in the plan, all PR proposals should be inextricably connected to the business plan and the strategic plan of the employers and/or client organizations we serve. If PR professionals are not included at the highest strategic levels of decision-making, then we must develop relationships to glean critical information about business objectives before establishing communications plans.

INSERT: Seven steps for planning strategically