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 13: Planning Cooperative Strategies: Partnering, Consulting, and Negotiating
Planning Cooperative Strategies: Partnering, Consulting, and Negotiating
English author Samuel Johnson once observed, “Marriage has many pains, but celibacy has no pleasures.” Despite the difficulties and pains of partnerships, many organizations have decided that it is far worse to “go it alone” in today's environment. Terms such as strategic alliances, joint ventures, partnerships, mergers, acquisitions, boundaryless and borderless organizations, and integrated marketing communications pepper the current literature. Whereas organizations once preserved their place among competitors by guarding information and following a policy of containment, many now attain their competitive edge by sharing resources, combining assets, and partnering on projects of mutual interest. Business, industry, governments, voluntary organizations, and universities are combining resources to accomplish together what they can no ...