CRIMINAL JUSTICE PLANNERS HAVE A POTENTIALLY STRONG ROLE IN THE POLICYMAKING ASPECTS OF POLICE DEPARTMENTS AND AGENCIES. THESE PERSONNEL, HOWEVER, HAVE TRADITIONALLY BEEN RELEGATED TO THE SUPPLYING OF OBJECTIVE INFORMATION AND TECHNICAL DATA, WITHOUT PROVIDING RECOMMENDATIONS FOR THE OPTIMUM METHODS OF CRIMINAL JUSTICE ADMINISTRATION. PLANNERS MUST MOVE OUT OF THE TECHNICIAN'S ROLE AND ASSUME THE TASK OF THE ADVOCATE, FIGHTING FOR SPECIFIC POLICY POSITIONS. POSITIVE MANIPULATION OF THE DECISIONMAKING ENVIRONMENT IS REQUIRED IN ORDER FOR THE ANALYTICALLY-DETERMINED RECOMMENDATIONS OF THE PLANNERS TO BE ACCEPTED. PROACTIVE PLANNERS ENGAGE IN PERSUASION AND BECOME INVOLVED POLITICAL ACTORS IN THE COMPLEX PROFESSION OF POLICYMAKING. STUDIES MADE BY EXPERTS FROM THE FIELDS OF MARKETING AND MASS COMMUNICATIONS ARE USEFUL TO THE ADVOCATE, AND DESERVE ATTENTION FROM PLANNERS. ALTHOUGH THE PLANNER MAY ADMIT THAT HIS FINDINGS ARE NOT PERFECT, HE SHOULD MAKE IT CLEAR TO HIS CRITICS THAT EXPERIENCE AND ANALYSIS ARE PREFERRABLE TO ANY NONSCIENTIFIC OPINIONS. A CONCEPTUAL MODEL FOR PLANNING INCLUDES BOTH THE GOALS OF A PERSUASION STRATEGY, AND THE TECHNIQUES TO BE USED IN ACHIEVING THE GOALS. THE DESIRED ACTIONS OF THE PLANNER MAY BE TO CONVINCE THE DECISIONMAKER OF THE VALUE OF A NEW POSITION, OR THE RESEARCHER MAY PREVENT THE IMPLEMENTATION OF A POLICY DECISION. HYPOTHETICAL SITUATIONS ARE DESCRIBED WHICH APPLY TECHNIQUES OF PERSUASION IN THE CRIMINAL JUSTICE CONTEXT. ECONOMIC AND ETHICAL FACTORS MAY CONSTRAIN THE EXTENT AND THE INTENSITY OF A PLANNER'S ADVOCACY. FOOTNOTES, REFERENCES, AND TABLES ARE PROVIDED WITHIN THE TEXT. (TWK)