The Plan is not written ... There is simply no

It is my opinion that the public relations director of corporate communications and has not earned the respect, for example, from management because, in most cases, contribute little to the success of organizations. Why say this? I know many media professionals, especially in government institutions (which is where you need to have more control of information) that engage in much less care plan and the most valuable asset of an institution's corporate image. They are experts in making memorial wall, choose the employee of the month, social events, celebrate birthdays of employees, develop press releases when necessary and are characterized by contacts or friends in the media, that's all. All this is very good and necessary, but ... Is it enough for a good image management? Final and not forcefully. Very rarely we find that one of these professionals report to your manager an annual communications plan. Where will take perceptions that different audiences have about your company? What are your image goals? What will be the message of the speech of the manager or director in its interventions in the media?

And the public relating to all with whom the company is related? Is everything will be random?

Few will attach importance to planning the course, the sense that the corporate image should have short, medium and long term. Can we measure the positioning achieved? How are we perceived? Does it affect our corporate image of our brands? As you said Mr. Lorenzo A. White, long and well-known professional trajectory planning requires a special provision, a true vocation, a strong predisposition for art and technology, something not very common in most executives today, but that is cause for success modern organizations that lead to different categories of business activity. But what is planning? I like the version put forward by the American specialist Dr. Albert Waterston, which states: "It is an organized, conscious and continuous alternatives and select the best available means to achieve certain specific objectives or goals." Interesting is also the point of view of the Argentine specialist Antonio Federico Moreno, who defined in one of his works to plan or plan could be conceived as the development of a decision-making process in advance and coordinated with each other in order to achieve a predetermined goal. Sometimes make the mistake of planning in isolation from the other departments of the company.

In the planning of public relations strategies should be taken as a reference the global plan of general corporate purposes of the institution, which is the main guide of the way forward and for which public relations work becomes a significant contributor terms of achievements, like all other areas of the company. At least in my country is very common to see how large corporations have public relations or communications directors who do not plan the image of your company every year but everything left to chance. No plans to write each year, all improvised ... These communicators who do not write their plans, which plan should be aware that the plan is not written simply does not exist ...