ABSTRACT
Graduate programs of public affairs, policy, and administration operate in an increasingly turbulent environment. Facing challenges related to resources, technology, viability, and legitimacy, this chapter argues it is imperative that public affairs programs adopt strategic approaches to defining mission, guiding decision-making, and meeting stakeholder expectations. This argument is bolstered by the NASPAA accreditation standards for graduate programs, which entail strategic program planning and management as requirements for accreditation. After establishing its importance, the chapter offers public affairs program directors practical guidance on the major components of strategic planning, including analyzing stakeholder expectations, reviewing the program’s mission, developing program strategies, and closing the loop through assessment and revision. The chapter concludes with a summary of the role strategic planning plays in building and maintaining high-quality, impactful public affairs programs.
