Planning begins with the definition of a problem and ends with a thorough plan to solve that problem. It involves four key steps:
1  Defining the Challenge
2  Setting Objectives
3  Defining the Audience
4  Planning the Program

1  Defining the Challenge
The first step involved in planning is to determine the nature of the challenge. The challenges can be numerous and varied, but typically can be put into three general categories:

• overcoming a negative perception
• creating awareness where there was none
• developing or expanding an existing positive situation

2  Setting Objectives
Once the problem is understood it should be easy to define the objective. An objective should be evaluated by asking:

• Does it really solve the problem?
• Is it realistic and achievable?
• Can success be measured in meaningful terms?

3  Defining Audiences
Once objectives have been outlined, audiences must be defined. These are groups of people that you determine are important to your success. They usually are a broad general audience, an external target audience and an internal audience. A broad general audience would be the public at large. An external target audience would be people who are or should be directly affected. An internal audience would be the employees or members of your organization. Your target audiences may include owners and managers of arts establishments, art educators, current 
customers, potential customers and the news media.

4  Planning the Program
Focusing on each of the target audiences, develop a plan that details exactly what needs to happen to achieve the objectives you have outlined. What will you do to solve this challenge?