The public relations actions required in modern organizations have expanded to include managerial decision making in virtually every aspect of operation. Socially responsible action on the part of the organization is necessary before the public relations practitioner implements the communication part of the process. Counsel for management to make those decisions is the key to effective implementation of communication efforts to follow. Once the organization has taken responsible "actions," the public relations staff may communicate within a target audience to induce desired behavioral outcomes.

Public relations practitioners often use five basic steps in the process of diffusing information to facilitate the adoption of new ideas by target publics. Critical paths lead an idea through the five basic steps: awareness, interest, evaluation, trials, and adoption. This process of diffusion must be planned and executed for each target public separately. Therefore, practitioners should plan actions appropriate to the needs and interests of each public. After channels of influence are identified for each public, appropriate public relations action can be initiated.

Most public relations actions involve communication. Writing is the primary tool for constructing messages and is therefore a critical skill for practitioners. By applying the principles of effective writing, public relations messages can be developed for all audiences and media. Public relations action can be organized around three basic areas of planning: target audiences, channels of influence, and messages. These areas interact to provide a unique plan of action for every audience in every situation. Segment 3 of the integrating case study illustrates action implementation in the Cedar Springs Hospital Case.

". . . the question will not be whether publics receive the message, but whether they act on it."
     —Pat Jackson