DC chapter discusses the art and technique of a strategic communications plan

Gemma Puglisi at DC Chapter meetingBy Cherilyn Crowe

Public relations practitioners operate on two levels: as advisers to our management and as technicians who produce and disseminate messages in various formats. Taking the time to think strategically is key, and the Washington, D.C. chapter of the Religion Communicators Council delved deeper into these practices at their November chapter meeting with American University Professor Gemma Puglisi.

An award-winning media strategist and producer, Puglisi has worked in broadcast news, public relations, entertainment and the financial sector. During the meeting, she reviewed the 4-point formula for the public relations process (“RACE” – Research, Action, Communication and Evaluation), and she discussed best practices and tips for thinking critically at each stage. She also emphasized the importance of all four parts of the process.

Professor Puglisi led an engaging discussion with the religion communicators regarding the messaging they seen in the world today – from political parties to Taylor Swift. As she noted, you see examples of successful – and garbled – campaigns all around you. The key is to attack yours strategically and remember to evaluate your results.

Puglisi is the author of Public Relations Campaigns & Portfolio Building. In 2006, she received the Order of the Star and was knighted by the Republic of Italy for her contributions to education and promoting Italian language and culture.

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