by Johnny McGinley

An organization’s annual public relations strategy tends to be seen as a glossy document, yet these types of documents often remind me of the phrase “all that glistens isn’t gold.” Now I know you may be thinking at this point that this is another one of those articles about how PR strategies are nothing more than glossy documents, right? I believe quite the opposite is true.

The annual PR strategy certainly aids in an organization’s strategic planning process and indeed is now something of a time-honored tradition in the PR world. But the strategy needs to be continually revised and reimagined. Specifically, there is one vital ingredient to the PR strategy document that is often missing: integration.

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