Chapter 6 is about program planning. This is the next step in the public relations process after research. Planning should be strategic, creative, and pay close attention to reaching key audiences. Projects can have different objectives, ranging from purely informational to creating awareness. There are many different approaches to planning. One example is the MBO model. This is the Management by objective model which categorizes objectives, communication strategies, audiences, and the heart of the message. A plan should have a minimum of eight elements. These are: situation/opportunity, objectives, audience, strategy, tactics, calendar, budget, and evaluation. Planning is a key part of the public relations process.
All information is based off of the content from Public Relations: Strategies and Tactics (9th ed.) by Dennis L. Wilcox and Glen T. Cameron.