CMN 3130 Chapter Notes - Chapter All : Selective Perception, Attribution Bias, Longitudinal Study
9 Dec 2017
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Involves a mandate statement: develop or clarify its mission statement. Clarifies the ultimate objective of the organization and strategies: conduct a situation audit. Past performance of the organization (achievements, failures, trends) Forces in the organizations environment (economic, social, demographic) This includes heads of communication: different types of plans: purposes and content, strategic: annual or multiyear plan, complements a corporate or a business/functional plan. Background statement, business/functional objectives, policy issues, external and internal environment, communication objectives, priorities, considerations, performance indicators and anticipated financial resources: operational: how the organization will achieve strategic objectives and establish allocation of funds. Remains fairly general in scope (similar to strategic). Manages a specific activity (press briefing or conference), initiative (a campaign for a new product), or issue (transportation safety). In organizations with well-developed strategic planning structures, communication planners may produce 30 or more support plans in a year. Planners often create 2-3 plans to accommodate different scenarios.
