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 3: Writing the Strategic Communication Plan (Multiyear or Annual)
Writing the Strategic Communication Plan (Multiyear or Annual)
Chapter 1 discussed what organizations must do to establish strategic planning cultures, and Chapter 2 examined integrated communication planning. This chapter explores the who, how, and when of writing a strategic plan in communication, principles for writing the plan, and steps in creating the plan.
Planning Processes: Who, How, and When
Who writes the annual or multiyear communication plan? Ideally, the head of communication oversees the process of generating this plan. As a member of the executive team, this individual comprehends the larger vision of the organization, including the corporate priorities. The communication executive consults with members of the public relations, marketing communications, and advertising groups in writing the plan and with ...