The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

The Role of Strategic Planning in Communication Management

To survive and prosper, organizational communicators must contribute significantly and measurably to strategic management. They must think, act, and manage communication programs strategically, recording measurable results that contribute to the accomplishment of the organization's mission. This fact transcends state or province and international borders, for-profit, nonprofit, and government organization types. It is relevant to the specialist as well as the generalist practice of communication. It is true of internal and external communication. The only reason organizational communication programs exist is to build and maintain mutually beneficial relationships with key publics and ...