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Strategy planning is an opportunity to find out more about what your organization is trying to achieve
Underlying any strategic approach to managing communication is a simple plan that makes a direct link between the output of the communication function and the goals and objectives of the organization. In clarifying exactly what we mean when talking about "strategy planning," Patricia Bayerlein identifies five key steps to the process.
There are several key elements to a strategic communication plan: understanding the current business environment; setting measurable goals and objectives; and developing appropriate strategies for success. In addition, the communication team should use strategic planning as a tool to develop the strategic thinking within the function. Ultimately, communicators need to reflect, ask and answer questions such as: "What are the most important issues facing the company today that we need to respond to?" and "How shall we respond?"
Successful planning
In developing strategic communication plans together with business leaders and communicators at several Fortune 100 companies, we've identified five key steps in the planning process that create successful outcomes:
1. preparing the planning team;
2. articulating guiding principles;
3. assessing the current situation;
4. developing a strategic framework; and
5. completing the plan.
I'll describe each of these steps in more detail (also see Figure One for a breakdown of questions and issues raised by each step).
1. Prepare the planning team
To successfully develop an integrated strategic communication plan, it's critical to gauge the readiness and commitment of leaders within the communication function. During this initial phase, it's important to be inclusive and collaborative to create shared ownership throughout the planning process. Once those who can truly commit the time and energy to drive the planning process and pave the way for an organized,...