A crucial aspect of organizing goal-directed behavior is the ability to form neural representations of relationships between environmental stimuli, actions and reinforcement. Very little is known yet about the neural encoding of response-reward relationships, a process which is deemed essential for purposeful behavior. To investigate this, tetrode recordings were made in the medial prefrontal cortex (PFC) of rats performing a Go-NoGo task. After task acquisition, a subset of neurons showed a sustained change in firing during the rewarded action sequence that was triggered by a specific visual cue. When these changes were monitored in the course of learning, they were seen to develop in parallel with the behavioral learning curve and were highly sensitive to a switch in reward contingencies. These sustained changes correlated with the reward-associated action sequence, not with sensory or reward-predicting properties of the cue or individual motor acts per se. This novel type of neural plasticity may contribute to the formation of response-reinforcer associations and of behavioral strategies for guiding goal-directed action.