You’ve done your research and drafted a thorough public relations plan: at this point you are probably feeling confident that your PR program is going to be a success.

But this is no time to relax! Good PR planning is not enough.

True success requires buy-in from the technicians implementing the plan. If you simply develop a plan and hand it over to the communications staff without explaining the rationale behind the goals and objectives, then you are missing a valuable opportunity.

A good public relations program rarely is the result of one person’s efforts, and taking the time to walk your colleagues through the plan is the only way to ensure that it is implemented as intended. Bringing the communications staff into the planning process also empowers your staff to make educated decisions as they implement the program.

Everyone wants to feel like their opinions matters and that they are working toward a bigger goal. If you rely on the trickle-down effect for your vision to be communicated, you are most likely setting yourself up for disaster. Meeting with your staff to field questions and provide guidance can make all the difference.

So, next time you are developing a strategic plan, and you arrive at the “C” in the RACE model, remember that communication doesn’t only mean communicating with your target publics. It also means communicating with your internal staff to make sure that the plan is understood and appreciated.