In the waning days of 2011, many public relations professionals engaged in some aspect of planning, from contemplating whether the plan that was finalized one or more months ago remains aligned with the every-changing environment, to putting the final touches on the thinking and processes that will be implemented with a flip of a calendar page.

Leaders of small- to mid-size agencies and consultancies often have some of the greatest challenges in assessing, anticipating and planning the future. Oftentimes, these organizations are relatively young in years, with limited data points.

With a number of years as the leader of a boutique public relations agency and a stint as a planning consultant within one of the nation’s preeminent voluntary health-service organizations, I’ve seen — and experienced — what seems to be a lifetime of planning successes … and failures.

Here are three less-than-intuitive areas worthy of consideration by both the newcomer and the experienced agency leader in charting a course to the future.

Read the entire article at PRSAY.

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