In 2016-2017, NAPI moved to capitalize on current trends in agriculture and address opportunities for overall organizational improvements, including public relations. The source of the public relations challenges among target audiences were: general lack of knowledge about the organization, lack of clarity on long-term goals, and lack of resources to deliver important information to key audiences. This plan is designed to serve as a roadmap to address these challenges, and improve NAPI’s image and relationships with key audiences.