This document summarizes a presentation by Anne Gregory, a leading UK PR academic and head of the School of Business Strategy and Assistant Dean of Leeds Business School. The presentation outlines the 10 stages of planning a PR strategy, including analyzing objectives, publics, messages, strategy, and tactics. It provides an example where the objective was to get Iraqis out of Kuwait, and General Colin Powell's strategy was to cut them off and kill them, using tactical pincer movements and other military tactics. The presentation recommends a book by Gregory that highlights important issues for PR professionals like setting objectives, identifying publics, developing strategy and tactics, and evaluating outcomes.