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Chapter Summary
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Good public relations practice demands good planning. As exciting as they may sound, public relations actions that arise from spur-of-the-moment decisions usually produce short-term gains and long-term losses. Even emergency situations that cannot be predicted must have planned response systems. The process of planning is slow, complex, and frequently boring. However, in public relations, as in other managerial functions, careful planning increases the effectiveness and decreases the frequency of future actions. Adequate planning also establishes a system of goals that can be used to measure public relations success. This aspect of planning will be expanded in chapter 8.

Planning involves a look at the future. Several techniques for beginning the planning process include using existing public opinion surveys, scenario building, and brainstorming. Plans are both single-use (often public relations campaigns) and standing plans such as crisis plans.

To learn more about public relations planning watch the interview with Corey du Browa, Clip #2, on the book's CD-ROM.








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