It is my opinion that the public relations director of corporate communications and has not earned the respect, for example, from management because, in most cases, contribute little to the success of organizations. Why am I saying this? I know many media professionals, especially in government institutions (which is where you need to have more control of information) that engage in much less care plan and the most valuable asset of an institution: Your image. They are experts at making commemorative wall, choose the employee of the month, social events, celebrate their birthdays to employees, produce press releases when necessary and are characterized by contacts or friends in the media, that’s all. All this is very good and necessary, but … Is it enough for a good image? Final and not forcefully. Very seldom we find that one of these professionals report to your manager an annual communications plan.
Towards where to take the perceptions that different people have about their company? What image are your goals? What will be the message of the speech by the manager or director in their statements to the media? And the public regarding all with whom the company is related? Everything will be random? Few will attach importance to the planning, the direction, the direction that corporate image should be short, medium and long term. Can we measure the positioning achieved? How are we perceived? Does it affect our corporate image to our brands? As you said Mr. Lorenzo A. White, long known professional career, planning requires a special provision, a true vocation, a strong predisposition for art and technology, something not very common in most of the executives today, but success is causal modern organizations that lead the different categories of business activity. But What is planning? I like the version put forward by the American specialist Dr.
Albert Waterston, which states: “It’s the organized, conscious and continued to select the best alternatives and the means available to achieve certain objectives or specific goals.” Interesting is also the point of view of the Argentine specialist Antonio Federico Moreno, who defined in one of his works to plan or plan could be conceived as the development of a decision-making process early and coordinated with each other in order to achieve a predetermined objective. Sometimes they make the mistake of planning in isolation from the other departments of the company. In the planning of public relations strategies to be taken as a reference the overall plan for general corporate objectives of the institution, which is the main guide of the way forward and for which public relations work becomes an important contributor terms of achievements, like all other areas of the company.