The nature of the communicator's job has changed dramatically over the last decade. While communicators still prepare speeches, press releases and articles for corporate magazines, they are now being asked to perform managerial duties such as planning, consulting stakeholders and advising CEO's and vice presidents. Communication Planning focuses on these additional responsibilities and examines the role of integrated planning in modern organizations. Sherry Ferguson's comprehensive study includes the theoretical foundations of communication planning and strategic approaches to planning for issues management.
Chapter 1: The Making of Strategic Planning Cultures
The Making of Strategic Planning Cultures
The new buzz words among managers are continuous planning and integrated planning. Continuous planning refers to ongoing planning efforts, at all levels of the organization, to ensure that the organization adjusts to changes in its internal and external environments (Redding & Catalanello, 1994). Distinctions in the management literature among long-term, middle-term, and short-term planning have all but disappeared as terms such as the learning organization, strategic readiness, institutionalization of change, and proactivity have come to dominate discussions of planning (Kaufman, 1992; Morgan, 1992). The days when organizations could follow a 10-year (or even a 5-year) strategic plan have disappeared. Frequent updates to relatively long-term strategic plans enable the organization to respond to threats from ...