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 2: The Role of Integrated Communication Planning
The Role of Integrated Communication Planning
During the past 5 years, an increasing number of academics have called for the involvement of communicators in strategic planning processes (Ferguson, 1993, 1994; Hon, 1998; Reddin, 1998). Living in an information age requires that businesses and governments communicate their intentions to constituencies. Moreover, the volatility of the issue environments of many organizations necessitates the presence of a strong communication component in corporate plans. A Conference Board report found that companies that value the “soft side” of strategic development involve communicators in the strategic planning process (Kinkead & Winokur, 1992). At companies such as Douglas Aircraft and John Hancock, communicators play an important role in planning. One public relations expert acknowledged the role that ...