Stimulated by Shel Holtz’ post about the 4-step strategic planning process, I want to share with you some “mantras” (PR principles) about strategic public relations that I (try to) drill into my students:
– Strategic PR begins and ends with research (from Dr. Carl Botan, George Mason University)
– Strategic PR is goal-oriented
– Strategic PR has data or theory-based reasons for all decisions (decisions are never random)
– Good research takes the guesswork out of PR
Do you practice these? What do they mean to you? Do you have your own mantras to add?
I promised my students I’ll make available a list of books about the “magic” public relations planning formula: GOST (Goals, Objectives, Strategies, and Tactics).
So, here are my favorites: