Article is in the first place concentrating on finding an answer to the question why public relations are part of strategic management, because otherwise there would be no need for its planning models. Then it compares most known models of strategic public relations planning and at the end it proposes use of strategic planning developing responsive model also for the planning of public relations and organizational communication. Beside theoretical argumentation of the model, at the end of the article author gives also practical review of cluster analyses use at strategies planning.
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