This chapter speaks of the importance of planning different programs relevant to PR. The different elements of planning PR programs are Objectives, Audience, Situation, and Strategy.
Any good program begins with R.A.C.E (Research, Action, Communication, and Evaluation.)
A successful programs creates and promotes product awareness to increase sales.
Planning objectives are usually on a firm-by-firm basis.
Budgets, evaluations and time lines are other important elements as well.