What role do values play in the public relations planning process?

What will be an ideal response?

Answer: 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.