Objectives

After studying Chapter 12, your students should be able to:

1. Define strategic thinking and strategy and explain how they relate to strategic public relations management.
2. Describe the application of management by objectives (MBO) to public relations planning and management.
3. Outline the major steps in the planning and programming process.
4. List and describe the major approaches to defining publics.
5. Discuss the characteristics of useful program objectives and write examples.
6. Describe and give examples of the three major categories of disasters and crises that practitioners must anticipate and plan for.