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 12: Strategic Approaches to Planning for Issues Management
Strategic Approaches to Planning for Issues Management
Ideally, the strategic communication plan will include an issues management component, which identifies all the organization's issues. Support plans also address the management of individual issues. Strategic approaches to issues management emerge from an understanding of the following questions: (a) Does the organization own the issue? (b) In the case of multiple stakeholders, who shares ownership of the issue? (c) What is the probability that the issue will have a significant impact on the organization? (d) What variables influence controllability of the issue? and (e) How can the organization help the public to reach “social judgment” on issues?
Ownership of the Issue: Sole or Shared?
Questions of ownership relate to the issue's bearing on ...