It may sound like an oxymoron if I were to say, “Planned communication must also be unplanned.” But as PR professionals, this is pretty much a given. Yes, our job is to be laser-focused on strategic planning and preparing for the most optimal communication-related results – as far in advance as possible. At the same time, we’re also in charge of keeping our fingers on the pulse of what’s going on around us, including cultural movements, emerging trends, unanticipated nuances and well, I have to add… pandemics. So, how do you create communication plans that are strategic yet adaptable? Below are a few things to keep in mind as you plan.

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