Mantras for Strategic Public Relations

Stimulated by Shel Holtz’ post about the 4-step strategic planning process, I want to share with you some “mantras” (PR principles) about strategic public relations that I (try to) drill into my students:

– Strategic PR begins and ends with research (from Dr. Carl Botan, George Mason University)

– Strategic PR is goal-oriented

– Strategic PR has data or theory-based reasons for all decisions (decisions are never random)

– Good research takes the guesswork out of PR

Do you practice these? What do they mean to you? Do you have your own mantras to add?

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