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Strategic Planning for Public Relations

Beginning the Journey

Tricia Hansen-Horn and Adam E. Horn

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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2. Public Relations Defined as Communication "and" Business


2Public Relations Defined as Communication and Business We provided 10 examples of the voice behind the voice in action in chapter 1. After reading and spending time in reflection about them, we hope you are well on your way to recognizing the essence of public relations. If we did our job, you should be positioned to more easily grasp a definition of public relations. We plan to introduce you to the definition we find ourselves using most often as we teach and train, recognizing that others use different definitions. However, there is some sort of common essence across all definitions. If you don’t feel that you are ready to move on, reread the 10 examples found in chapter 1, then peruse your favorite news source and ask yourself, “What evidence can I note of public relations initiatives that might be be- hind what I read, watch, hear, or experience?” Our guess is that you will be surprised at what you are able to discern. When you feel you are beginning to recognize the essence of public relations and are ready to grasp its defini- tion, continue with this chapter. Public relations is planned and strategic results-driven communicative effort with the publics in mind. As teacher-trainers, our mission is to develop public rela- tions professionals who take a publics-focused approach to results-driven strategic communicative efforts. We formally adopted this charge in the fall of 2011 for our university program. We had been doing it for years, so we decided to make...

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