Messages are most likely to be effective when they are part and parcel of planned campaigns. The process of communications planning formulates your campaign’s goals and objectives, analyzes your intended audience, marshals available resources, and sets a schedule for its implementation. A plan’s purpose is to harness and focus the power of the resulting communications system, to make it efficient and effective. This chapter presents an outline for writing plans for environmental communications campaigns. As with any planning, it is handy to remember President Dwight D. Eisenhower’s 1957 admonition: “Planning is everything; the plan is nothing.” Planning is a methodical approach to a process. Once completed, the plan may need to be revised during implementation. As conditions change, so should your plan. Though it is important to be as complete and detailed as possible, flexibility in the execution of your plan will be advised if you find audiences reacting differently than anticipated. Flexible plans contain alternative actions for the most likely contingencies, and are instilled with the realization that the unpredictable can, from time to time, happen.