1.What seems to be the most important aspects of preparing a public relations plan?
Every step of the pIan is important, starting from the goals (you need to know what do you want to do, and what for), but I would like to stand out the “audience identification and messages”, because if you don´t know who you need to reach, then all the effort isn’t worth it.
The same with messages, if you get to the people but you don’t tell them exactly what you need to, then your campaign won't work out.
2.Which marketing concepts may especially apply to effective public relations campaigns?
As a PR professional you need to understand the Marketing Mix of the company, but as said in one of the videos, I would say that the 4C´s of customer side marketing, “Customer value, Cost to the customer, Convenience and Communication”, are the concepts that are more likely to apply for PR. Because PR is about the audiences and customers.
3.If you are undertaking your own public relations campaign currently or in the future, please share any aspects of your planning process.
I am not at the moment, but I would do the research to make clear the situation, I would define and understand my goals, try to identificate my audiences, and prepare the messages (one for each audience). I would make a strategy with its appropiate tactics, prepare the evaluation plan, and last but not least, I will make the schedule and pray for everything to work out.