PR is becoming more strategic: Why is planning still misssing?

In advertising agencies, planners play an important role. They spend time understanding people—how they think, what influences them, and what is happening in culture. Their job is to turn those observations into insights that guide creative ideas.

Public relations has changed a lot over the past decade. It is no longer just about sending press releases or getting media coverage. Today, PR teams are expected to help shape brand reputation and manage public conversations.

But despite this shift, one thing still feels missing in many PR agencies: a proper planning function.

Planning Exists — But Not as a Clear Role

Planning does happen in PR agencies, but it usually happens in an informal way.

Some larger firms have strategy teams that focus on reputation management or corporate messaging. But the kind of planning that digs into human behaviour, culture, and insight is still not very common.

Part of the reason lies in the industry’s history. PR grew out of media relations. Agencies built their reputation by developing strong relationships with journalists and by securing earned coverage for clients.

Because of that background, execution naturally became the centre of the work. Planning was present, but it was never treated as a separate discipline.

Account Teams Often Carry the Planning Work

In most agencies today, the planning work is handled by account teams.

These teams already manage clients, coordinate campaigns, write content, and work closely with the media. On top of all that, they are also expected to think about campaign strategy.

Usually, the process includes looking at recent media coverage, studying social media discussions, checking what competitors are doing, and then brainstorming ideas with the team. Sometimes journalists also give useful feedback that helps shape the story angle.

This approach can lead to good campaign ideas. But it often stops at surface-level observations rather than deeper insights about people and culture.

Because of that, campaigns sometimes focus more on getting immediate media attention than building long-term brand meaning.

There Is Plenty of Data — But Insight Is Harder

PR agencies today have access to a lot of data. Social listening tools, media monitoring platforms, and digital analytics provide constant updates on what people are talking about.

But having data does not automatically lead to insight.

In many agencies, data is mainly used after a campaign to show results—coverage numbers, impressions, or sentiment scores. It becomes part of reporting.

What happens less often is using that same data to guide thinking before the campaign begins.

That step—turning information into understanding—is where planning could make a real difference.

Is Planning a Cost or an Investment?

One practical concern for many PR agencies is cost. Compared with advertising firms, PR agencies often work with tighter margins. Creating a separate planning team can therefore feel like an extra expense.

But planning might actually help agencies grow.

Better insights can lead to stronger campaign ideas and more distinctive work. Over time, that kind of thinking can help agencies win larger mandates and move into more strategic conversations with clients.

Seen from that perspective, planning is not simply another department. It is part of building long-term value.

Account Teams Are Already Under Pressure

Another issue is workload. PR account teams juggle many responsibilities every day. They talk to clients, manage media outreach, coordinate events, and respond quickly when issues appear.

Because of that pace, it is hard to step back and spend time thinking about broader cultural shifts or audience behaviour.

Planning requires a different kind of focus. It needs time for research and reflection. When someone is constantly managing daily tasks, that deeper thinking becomes difficult.

Separating planning from execution could help agencies create space for that kind of work.

Technology Can Help — But It Cannot Replace Insight

Technology is changing the way PR agencies work. Tools that track online conversations or analyse sentiment can quickly show what topics are gaining attention.

These systems are useful because they reveal patterns in large volumes of data.

But patterns are not the same as meaning. Understanding why people react to certain stories, or why a particular moment resonates, still requires human interpretation.

That is where planners can add value.

Looking Ahead

PR is gradually moving from simple publicity to something more strategic. Agencies are expected to help brands navigate complex conversations and build long-term trust.

To do that well, they need more than speed or media connections. They need deeper insight into people and culture.

A stronger planning function could help bring that perspective into PR work.

As the industry continues to evolve, planning may turn out to be the missing link between data, storytelling, and real strategy.