That was basically what was covered in this week's reading: strategies to proactively manage activity. Inevitably, strategic planning constitutes a large function of Public Relations, in relation to managing their client.
It's really like going to war.
According to Sun Tzu in his book the Art of War:
"One who knows the enemy and knows himself will not be in danger in a hundred battles."
Which brings us back to the SWOT analysis. Internally, a company needs to know their strengths and weaknesses in order to truly know how they will fare among their competitors. They will then be clear on what to use as their ammo, and what to protect from their competitor's knowledge. Externally, a company needs to know their opportunities and threats in order to gain the best advantage among their competitors.
I believe it's as much about foresight as anything else. To be able to predict and preempt is lethal. It gives any company an upper hand to be able to look ahead and plan alternative routes of action.
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