Exploring Strategy: What Public Relations Strategy Means in Practice

In public relations planning. strategy plays a critical role in determining how organisations respond to and manage enviromental relationships and demands. However, despite extensive international research into the planing elements of research, objective setting, and evaluation techniques, research in practitioner of public relations strategy is limited. This exploratory study seeks to provide an empirical foundation for understanding practitioner use of public relations strategy in campaigns by analysing Public Relations Institute of Australia Golden Target Award submissions from 1997 to 2001. Common components of strategy descriptions are identified and implications for further research and practice and discussed.