A steering committee of public relations firms
of various sizes committed to developing a trade
association engaged Plexus in developing and implementing
a five-phase plan to realize this vision. Plexus
conducted surveys and identified the needs and challenges
of different public relations firms. Subsequently,
it conducted focus groups across the USA to develop
and rank the new organization’s strategic objectives
and develop task forces. From the task force, ideas
originated business plans for different aspects
of the organization. In the fourth phase, focus
group ideas were refined into a document that served
not only as a strategic working plan, but also a
marketing and services resource guide. Lastly, Plexus
assisted in the selection of a new leader, which
finally accomplished the goal of creating a self-operating
organization, the American Association of Public
Relations Firms (AAPRF).
