week 5

Evaluation and monitoring of results after action is importance as its planning and execution.
Likewise, it is vital, as previously stated, that Pr-actitioners keep abreast of client or employer management policies and decision making, because a 'disconnect' between words and action can be disastrous for relationships in the media, with employees, or business partners. It cannot be stressed enough that the foundation of any such relationships is trust, and therefore takes time to build and unfortunately can be easily shaken if people feel deceived or 'left in the dark'. Also, Pr-actitioners need to familiarise themselves with what their organisation is trying to achieve, because any effort that does not keep the bigger goals in mind may be a waste of energy.
A corporate vision [a specific or ongoing aim] is realised by conscientious adherence to the stated mission that is seen as the way to achieve it. Simply, a mission statement maps the way to get a vision accomplished. So an organistation sets out its vision statement, meaning basically what it wants to do, and the mission statement is the way to get it done.
A Pr-actitioners role in all this is to be clear on how they will help an organistation to achieve its stated aim, and to show how they intend to do so. First that means an overall plan to guide their efforts -a strategy, and then the various menas employed to follow through, the specific tactics. They must keep track of their progress over time and see that the tactics used work in furtherance of specific goals, and not just random action for the sake of it. This work must be preceded with research and concluded with a comprehensive debriefing to keep improving and honing its efficiency and performance.