The PR industry acknowledges that strategy should be an integral part of its communications programmes. Often (perhaps generally), however, this acknowledgement amounts to little…
Abstract
The PR industry acknowledges that strategy should be an integral part of its communications programmes. Often (perhaps generally), however, this acknowledgement amounts to little more than lip‐service. This paper looks at some possible definitions of ‘strategy’ (to help us find its place within the communications planning process), identifies some tools and processes to help drive communications strategy forwards and looks at ways of embedding strategy within a planning cycle.