Recently I had an argument in university with some of my classmates about whether strategy or objectives come first in a PR plan. It was a long argument, my classmates even looked at books to find the answer and interestingly enough there were different versions in those books we found.
I personally think that strategy comes first – it’s the whole lot, the meta message, isn’t it? It’s the big picture of everything, the whole sense. Every sense is formed by many little “senses” so to say and these are the objectives – things we want to achieve. What do you think?