Counseling is the first step towards developing and implementing a long-term PR strategy. It is an ongoing process that must also continuously assess evolving ground realities and adapt the strategy to respond to these.

It involves deeply understanding the client’s business, evaluating the business objectives, the issues and challenges being faced, the target audiences, and the opportunities that can be leveraged. Such a study leads to the development of the PR objectives and subsequently the PR strategy to be implemented for achieving these objectives.