Lesson 4- Strategy, PLanning and Scheduling

“Strategy is a pattern or plan that integrates an organization’s major goals, policies and action sequences into a cohesive whole.” (Mintzberg and Quinn 1991:5)

Strategic planning is the nutshell in every organization. Without a proper planning, no matter how good the strategic is, it won’t be successful if there is no vision and mission of organization. Strategy is not a series of campaign steps or tactics. It is underlying rationale that guides the selection of these tactics or stages.

There is a quote that suits this chapter, “If you fail to plan, you plan to fail.”

I think the key points to remember for this week’s reading were that strategic planning is not as easy as playing ‘lego’ but to plan consistently and logically in order to achieve the public relations goal. These are the key elements to consider before start doing strategic planning:

-vision and mission statements
-key performance indicator (KPIs)
-budgeting
-scheduling
-making lists

The readings made me think more about public relations theory or practice in that a effective and well-prepared framework of strategic planning leads to clearly set and relevant goal and objectives of its organisations.