ABSTRACT
Public relations is a potent strategy for the survival of
any organization. It is not gift: It is a profession and
discipline that demand hard work form its practitioner in
order to succeed. Any organization that uses public relations
as a fire-fighting tool will run into big crisis. This is because it
is reasonable for an organization to inform and deliberate with
public relations personnel of an organization before a
retrenchment exercise is carried out. But it is wrong to carry
out retrenchment exercise without consultation and then ask
the present to go and address the press after exercise has
been carried out.
However the dynamic nature of ma and the society, in
which avarice, corruption, agreed and the love for materialism
is the order, have caused public relations practice, especially
at organization, to assume a business society.
It is this modern concept of public relations practice, just
like nay other business, that makes it imperative for public
relations practitioners to establish themselves and their public
especially client and employees.
It is assumed that public relations practitioners should
apply strategic planning in their practice(s). The question
remains “how well is this done”?
