“That headline seems improbable, if not impossible, right?!?!” As public relations professionals, managing expectations is a daily challenge. We’re working in real time within a relentless news cycle, where the communications demands of our organizations have become greater and more complex. Budgets and staffing haven’t kept pace, and every day seems like a battle just to tick off a few more items from our ever-growing “to do” lists.

Realistically, how do you map out your yearly PR plan when communications is the department everyone turns to and assumes will get the great hits because “press coverage is ‘free media,’ right?”

I’ve been there, and want to let you in on a little-known secret that will help you wrangle the many, varied communications messages, audiences and events into a seemingly unrealistic, but actually quite workable, plan. First, let me set the stage and explain where I’ve seen this done exceptionally well.

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