It’s that time of year, when thoughts turn to planning for 2018. Taking a 12 month, or even quarterly, outlook is challenging when operating in a period of such uncertainty but organizations need to continue to take bets on investment and talent.
Our recommendation is to take the longest term outlook feasible for your organization but to test, measure and adapt your plan over time. Real time measurement and agility is a reality for any modern public relations team.
Here’s an approach that I use based on Ketchum’s planning methodology. It can be applied to any size of organization and market.