Professionals responsible for the GR function must understand the vital role strategy plays. This course delves into the goals, objectives, strategies and tactics in a GR strategic plan that supports recommendations for a new policy or changes to an existing policy, at any level of Canadian government. Planning also includes the identification of key audiences internally and externally. A key vehicle to reach an external audience is often media. This course givens an in-depth look at the role media relations plays in the strategic plan. Understanding what media relations is, how to work with media and who the key media are in politics and public affairs is crucial to the role a GR practitioner will play in conveying a message to a targeted audience.