What role do values play the public relations planning process?

Indicate whether this statement is true or false.

Values are important at every step of the planning process. Public relations is a values-driven
process. A good public relations plan contributes to the fulfillment of an organization's highest
aspirations: its values, mission, and business goals. At the outset of planning, a public relations
planner has to ask: What values-based outcome do I seek, and are the results I seek consistent with
my organization's values-based mission statement? Understanding a particular public's values is
critical in developing an appropriate message to send to that public. The message should speak to
each public's values while addressing the organization's goals.