The Planning Stage

At this stage, public relations managers translate objectives into actual programs or campaigns. Creativity is important at this stage. One should ask what kind of technique will communicate most effectively with a public and how the technique should be executed. At this stage, also, practitioners often find cases and examples of the public relations programs of other organizations to be useful in stimulating ideas for their own programs. In looking at cases, however, practitioners should look for examples of programs that have achieved the objective they seek for the kind of public with which they are dealing. No program should be copied simply because someone else did it before—or be­cause it worked in achieving a different objective for a different public.