Plans, likely to be lodged in October, include transforming road links by building a two-kilometre tunnel nearby and a relocation of the 5,000-year-old stone circle's visitors centre.
English Heritage, which is backing the plans, is to carry out a full consultation and communications programme on the issue, with druids forming one key audience for the campaign.
English Heritage corporate comms director Christine Wall said druids are an important audience as the landmark is such a 'sacred site' for them.
Archeologists and local residents will also be targeted. She said: 'A good PR campaign must address all people's concerns'.
Salisbury District Council, the planning authority, is also to carry out comms initiatives.
Local concerns include the potential environmental damage of redevelopment as well as traffic congestion. A planning application is expected to be lodged by October and, if approved, work would be likely to get underway in 2004.