With constant changes and new challenges in the public relations climate, the second edition of Strategic Planning in Public Relations presents a fresh approach to PR. This report is essential for anyone involved in the public relations function of any organization. It provides an essential introduction to the topic of strategic planning in public relations and provides practical advice and best practice techniques to improve PR and campaign planning and implementation. Topics include: • Strategic planning and why we need it • The strategic planning process • Understanding your audience • Ensuring creativity lives up to the planning promise • Measurement and evaluation as a planning tool • Media planning