The chapter continued to say that the amount of return on investment is a function of strategic communication strategies. I had never before seen PR as necessarily a strategic profession, but the steps and outlines of a quality PR strategic plan were not only in depth but quite complicated. For example, key performance indicators (KPI's) are used as measurable indicators of progress (Johnston, Zawawi 177). This quantitative side of PR is far different from the party planning and cocktail hour planners I had previously envisioned. While KPI's may not be the best measurement, PR practitioners recognise this and seek to constantly evaluate the value of their work (Johnston, Zawawi 177).
Other parts of PR strategic planning that surprised me was Lester Potter's "ten-step strategic communication plan" (Johnston, Zawawi 178). This ten-step system is not only involved, but quite complicated and would require a number of skilled and experienced personnel to successfully complete a PR plan. Detailed strategy is clearly a huge part of PR success and it proved to be much more complicated than I originally expected.