ABSTRACT
This chapter explores the planning process, moving from the strategic level to the operational level—from the long-term thinking to what people will do present day. The purpose of planning is to map out a direction towards achieving a goal. Planning also occurs at operational and tactical levels. At the operational level, communication campaigns serve a number of different purposes. Taking their direction from the goals and objectives of the strategic-level plans and programs, operational campaigns differ in that they generally address single issues, in fixed time frames, with a clear start and end. Planning formats and processes will differ depending on the organisation and its processes. The chapter focuses specifically at the planning process and the six steps required to complete a plan. It then focuses on crisis planning. One of the key differences between crisis planning and other planning is timing—one cannot plan when a crisis hits, so they must plan in advance to be effective.
