Week 4 - Strategy, Planning, and Scheduling

This chapter explains the importance of implementing a strategy in the successful management of an organisation. Without strategy, there can be no plan, and it is vital for the entire organisation to understand and suppost the strategy and plan. Implementing a vision statement (where the organisation wants to be) and mission statement (how we get there), which is supported by the organisation in its entirety is the only way of ensuring the success of the organisation. Without a vision and a mission, the organisation cannot move forward and achieve its goals, which leads to its eventual collapse. Johnson and Zawawi explain strategic planning in terms of Potter's ten step plan. These steps are:
1. Executive summary
2. The communication process
3. Background
4. Situation analysis
5. Main message statement
6. Stakeholders
7. Messages for key stakeholders
8. Implementation
9. Budget
10. Monitoring and evaluation
Which can be applied to many situations and can be specified to PR by the use of the nine principles of effective communication; that is, being open, honest, understanding, responsive, reciever-oriented, timely, clear, consistent and comprehensive.
Johnson and Zawawi also have their own strategic PR plan which is based upon Potter's ten step plan. In all, the basis of a successful organisation is clear communication and involvement between the management and the PR team.