Which step follows 'Planning' in the PR process?

• A. Evaluation
• B. Execution
• C. Planning
• D. Research

Answer: (B)

In the PR process, after planning comes execution, where the plan is carried out in real time. Planning defines objectives, audiences, messages, tactics, timelines, and resources. Execution puts those decisions into action—distributing press releases, pitching to media, coordinating events, creating and sharing content, and coordinating across channels. It’s the hands-on phase where the strategy becomes visible in the real world, with ongoing monitoring and minor adjustments as needed. After this phase, evaluation looks at how well the outcomes met the objectives and informs future campaigns. Research typically happens before planning to gather the information that shapes the plan.