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Public relations planning.

Article Excerpt
This checklist is designed to help those with little or no background in public relations to begin to manage this area effectively within their organisation. It provides a model for developing a public relations plan that supports the organisation's overall aims and objectives and gives guidance on press and public relations activities. It is designed for use by managers in all types of organisations in the private, public and charitable sectors.

Definition

The Institute of Public Relations defines public relations practice as 'the discipline which looks after reputation with the aim of earning understanding and support, and influencing opinion and behaviour.'

While media relations, to secure the right profile in the press, on radio and TV, is an integral part of public relations, it does not represent the whole picture. Public relations involves communicating the right messages about your organisation to all those audiences that might affect your business in positive or negative ways; media relations is just one way of communicating with many of those audiences. By using public relations, you can 'manage' your reputation rather than leaving it to chance.

Advantages of public relations planning

Effectively managing public relations can:...

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