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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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4. Successful Public Relations as Results-driven, ROI-minded Business


4Successful Public Relations as Results-driven, ROI-minded Business We spoke of success in chapters 1 and 2. We hope you DID take some time to reflect on your assumptions about success, making sure to compare your thoughts about what makes a person successful to what makes an organization successful. Let’s take the discussion a bit further and examine in detail what success can mean when speaking of public relations. We hope that by the time you end this chap- ter you will have an SRC public relations strategist’s understanding of success. It should be an understanding that is self-reflexive and sensitive to the dynamics that can contextualize the idea. We also want you to have an SRC public relations understanding of business and what it means to keep the idea of results-driven initiatives, sometimes known as return on investment (ROI) in mind. We might even call it keeping an ROI vision in mind or being ROI-minded. Success and Business Because the word business appears in this chapter’s title we guess that one of your first reactions was to equate success with making money; some of you 74 | Strategic Planning for Public Relations: Beginning the Journey probably qualified that with making a lot of money. That’s a typical reaction. In fact, we surveyed students enrolled in our university’s recent Introduction to Public Relations course and found that money ranked high on their lists for business and success. While our survey results were only anecdotal, they are worth mentioning. We asked class members...

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