ABSTRACT
Once the data collection and analysis of the research phase are essentially complete, one have enough information to get started on the development of a concrete plan to tackle the identified problem(s) and/or opportunity(ies). One of the deliverables that emanates from this phase is what the authors will call a communication/public relations plan framework. Every public relations practitioner needs to know how to write such a framework in advance of a detailed plan. Public relations managers also need to be confident in their abilities to put all of this together as a complete communication/public relations plan. This deliverable presents the thoroughly researched, comprehensive plan that delineates clearly the analysis, the problem/opportunity, objectives and communication activities, and evaluation strategies. The strongest communication plans key the objectives toward specific publics. The final aspect of the planning phase is selecting appropriate public relations vehicles— the channels and tools that one have reason to believe will successfully convey the intended messages.
