As the senior manager for public relations in my organization, I often write and review strategic communications plans and provide direction on them to a very well-established public relations team with decades of combined experience.
The APR taught me the language honored, used and recognized by the public relations discipline. Sharing this knowledge with this veteran PR team resulted in adjustments to their own usage of well-known but often misused terms like “goals, objectives, strategies and tactics.” Through weekly PR strategic planning meetings that we embarked upon after I obtained the APR, I have been able to help the team apply the four-step RPIE process and the 10-step PR Plan process, standardizing and greatly improving our strategic public relations practices.
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