Strategic planning for public relations

Public relations is a key activity for most chairmen of public companies and nationalized industries. It is somewhat suprising therefore how few large companies consider developing an explicit public relations strategy as part of their overall business plan. The reason for this may be partly due to the relatively low regard which senior line managers have for public relations managers and partly because there is a lack of understanding of the nature and use of public relations as a tool of strategic management. The purpose of this article is to discuss why and how business planners should pay more attention to developing explicit public relations strategies for their organizations.