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Skilled communicators are often avid readers, so I’ll assume you’ve read the John Steinbeck classic, “Of Mice and Men” (or at least the Spark Notes). The book’s central theme is this: No matter how carefully a plan is laid, something may still go terribly wrong. That axiom holds true in PR strategy, too. No matter how thorough you are, the unexpected can and will happen. Perhaps you’ve laid out a media strategy that just isn’t moving the needle or you’ve built your plan around a certain spokesperson who leaves the company. Or, perhaps worse, you’re executing your plan against a set budget, but due to circumstances beyond your control, your budget is cut in half.

Read the full article on PRSA Tri-State.

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