This second post will try to demystify the
role of PR as a support to corporate strategy.
A mix of routine and pre-planning
activities, are the duties of the PR in any business. It becomes obvious after
a few days that a cycle is in place when dealing with the different tasks we
need to attend on any given day.
Roughly, we first take custody of the expectations
of the different publics, second we choose which course of action seems the
most promising or appropriate. Some keywords are harmony and cohesion, in the
middle of moving grounds and apparently chaotic events.
Planning is a way to prevent or prepare for
“surprises”. Economists and the business community as a whole are always acting
on the premises of forecasts, based on statistical facts. The analysis of trends
and indicators together gives a direction to the everyday micro and macro
business decisions.
For example, when exploring a market for a
new product, the society gathers the basic information about the main actors of
the sector and knows the expectations and needs of the to-be-customer, before
defining a global marketing and communication strategy to co-respond exactly to
the demand.
The equation is the same for all
forecasting models: some components are constant and others keep fluctuating.
The aim of PR planning is not different: minimise uncertainties to enable more
stability in the system.
