Strategic and operational PR

The role of strategic PR is to undertake environmental scanning and issues management to be able to assess and influence the consequences of decisions before they have impact upon the organisation's various stakeholders. Strategic PR also involves formative research to identify potential issues and defining objectives for programmes to be communicated with the relevant stakeholders.

Operational PR includes trouble-shooting and problem solving - setting of targets and policies for the PR function, and implementing the organisation's communication strategies. Coast Communications believes in a strong link between the two disciplines.