Professional Documents
Culture Documents
Strategic Management
•Strategic management represents the open
systems approach to public relations rather that
the closed systems, reactive approach. It enables
any organisation to identify its long-term
opportunities and threats.
•In public relations, strategic planning involves
making decisions about program goals and
objectives, identifying key publics, setting policies
or rules to guide selection of strategy, and
determining which is the most effective one.
•There must be a close linkage between the overall
program goal, the objectives for each publics and
the strategies selected.
PR Planning and Programming