CHAPTER NINE
STRATEGIC PLANNING
Timeless Wisdom Still Shapes Successful Communication Programs
This chapter was written during a time of worldwide economic turmoil characterized by rapid change. When things are changing rapidly, can any business leader plan effectively given so much uncertainty? The answer is yes. In fact, the economic turmoil of 2008–2010 has made strategic planning more vital than ever. Strategic planning is even more important in changing times because the strategic plan provides the baseline from which to monitor and measure change (Birchfield, 2010). Strategic planning remains popular for the same reason that classical music does. Classical music conforms to certain established standards of form, complexity, ...
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