Public relations effectiveness depends on planning. Understanding and developing the ability to implement an effective public relations plan is essential to progression from entry-level public relations practitioner to a top-level public relations manager. Tactical and strategic plans help public relations coordinate its efforts with those of other areas of the organization. Good planning is the best way to practice preventive rather than remedial public relations.

Strategic planning begins with a look to the future through various forecasting techniques, including examining public opinion surveys, initiating brainstorming sessions, and developing scenario construction. The planning process involves going through elements that provide a structure to the public relations program or campaign.

"The strategist has to develop a management-oriented mindset, behaviors and attitudes."
     —James Lukaszewski, APR, Fellow PRSA