week five

'Strategy, Planning & Scheduling'

and

A Typical Public Relations Program

This week’s reading discusses about strategy, and the plan that integrates an organisation's
major goals, policies and action. The chapter covers a wide ranging critical areas of public relations practice. The strategic communication thinking recognises the cause and effect relationship between our communication activities and the achievements of organisation's mission. It talks about the creation of campaigns within a public relation job via strategies, planning and scheduling.

Part of a good strategy is the development of a vision and mission statement. The reading also majorly focuses on the theory by Johnston & Zawawi saying, "There is a cause and effect relationship between communication activities and the achievement of an organisation's mission. It means that communication programs support successful completion o the organisation's strategic activity in a measurable way."

The reading also discussed different both sort of strategies

• organisational strategy and
• public relation strategy
  

I understood from the reading that the strategic system and systematic design of public relations plans is vital to the effective identification, implementation and management of public relations goals and objectives that complement and support organisational goals.
The strategic public relation plan and budgets can firmly establish the goals and objectives of a firm.
The reading later also discuss briefly the roles of
strategic planning

• budgeting
• scheduling
• listing or checklist making and
• flowcharts

in a strategic planning of public relation. Key Performance Indicators should also be identified to measure the progress of the company towards its mission. PR strategies, to my understanding, are very important and useful skills to have in this industry for creating a firm organisation.