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 Communication Support Plan: Planning for Special Events, Campaigns, and Issues

Writing the communication support plan: Planning for special events, campaigns, and issues

Organizations with well-developed strategic planning cultures produce many support plans each year. These plans anticipate upcoming events and activities (e.g., the announcement of a new product, service, policy, program, or capital expenditure; employee communication survey; tabling of legislation; executive involvement in a conference or proceedings; or the release of a new publication), campaigns (clusters of related activities that characterize social marketing, public relations, and advertising campaigns), or issues (e.g., a controversy over a new medication, the location of a new highway, or the decision to restructure the health care system). Crisis-prone organizations produce more issue management plans than less crisis-prone organizations. A ...

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