In Chapter 1, two definitions of public relations (the IPR and the Mexican Statement) were introduced. Both lay emphasis on planning public relations programmes, and the latter adds to this the responsibility of ‘analysing trends’ and ‘predicting their consequences’. The key in these definitions is the fact that PR does not just happen but rather is a process that is planned and controlled (Ace, 2001). To these definitions we can


After reading this chapter you will:

recognize the importance of planning and control in the PR process; acknowledge the benefits of critical path and D-day planning to the

effectiveness and efficiency of a PR operation; recognize the potential effects of the PR plan on the resources of the

company; be able to discuss the important elements of the PR plan.