Get out and play : 2011 strategic planning campaign

Abstract

Public relations is a relatively new field, having come into modern form at the turn of the 20th century. Beginning only as publicity, public relations has evolved into a structured approach to organizational communication and a major aspect of most organizational activity. An essential tool in public relations is the strategic plan, which is the framework for a public relations campaign. The creation and execution of a strategic plan is the most complex endeavor a public relations agency can attempt. I have created a strategic plan for Ball State University Recreation Services in an effort to provide them a usable campaign framework to promote their services more effectively.