-A popular approach to planning is a process called management by objective. Which provides focus and direction for formulating strategy to achieve specific objectives.

-When PR firms must come up with a certain plan, this plan identifies what is to be done, why and how to get it accomplished.

-PR plans include 8 objectives: situation, objectives, audience, strategy, tactics, calendar, budget, evaluation.

-There are 2 different types of objectives: informational and motivational.

-PR plans cant be completed without a budget. Both the client and employer must figure out how much it will cost.

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