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.

Writing the Multiyear or Annual Operational and Work Plans

Writing the multiyear or annual operational and work plans

Operational planning establishes the means by which the organization will pursue its strategic objectives. Whereas strategic planning represents the “what” in planning, operational planning represents the “how.” The strategic plan identifies a destination—where the organization wants to be at the end of its journey. The operational plan suggests the mode of transportation, the route to reach this destination, and the stops along the way. In other words, strategic planning decides organizational goals, and operational planning defines how to achieve those goals. How will the organization put its strategic plan into action? Allocate financial and human resources? The operational plan also provides direction for the formulation of work plans.

Operational ...

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