Strategy, Planning and Scheduling

This week's reading made me think about PR Theory and Practice and the importance of strategic communication and two-way communication.

In previous blogs, I have mentioned my personal opinion is that a company's success rests on happy and appreciated/appreciative staff.

Johnston & Zawawi's chapter on Strategy, Planning and Scheduling highlights the importance of organisation and communication - a common thread throughout most of the PR literature we have been exposed to this semester. Budget planning, scheduling, using lists to catalogue PR processes, checklists etc, all accentuate the need for PR practitioners to be organised and have a clear vision of aims and objectives.

However one point made in the chapter which I tended to disagree with was that senior public relations practitioners who considered themselves to be technicians or communicators, instead of a management role, were at risk of reducing their effectiveness (Johnston & Zawawi, 2004, p.172).

Why is the role of 'technician' illustrated as such a subordinate to other roles? OK, it's not a management role or a senior problem-solving role, however I do not think that eliminates a technician as being capable of effectiveness with regards to implementing strategic planning.

The technician has the ability to understand junior employees' concerns, ideas on how to improve procedures etc etc, whereas senior management may not be aware of this information and may also not appear approachable by junior staff. By learning and understanding how business works at a technical level, technicians can develop into a strategic and business focused consultant (Dewhurst and Fitzpatrick, 2007, p.16)

Johnston & Zawawi also mention that tactics such as brochures or newsletters should be used for successful strategic implementation. Therefore "planning is an extremely important part of managing strategic public relations." (Johnston et al, 2004, p.171). If we look back to the first chapter of our text book, "What is Public Relations", we can see that preparation of news releases and newsletters are provided by technicians.

So while a technicians role is not directly associated with strategy and decision making, I do not believe a technician should be overlooked for a strategic planning position, even if in a support role. That way, they will have knowledge of not only how the junior employees work but also what is expected from senior management.

For me, this all points back to the importance of two-way communication; not just talking to people, but listening to their ideas/opinions as well.

I think the key points to remember from this week's reading are understanding why strategic planning is so important, along with the necessity for open, two-way communication if the strategic planning is to be successful.

And I believe this all starts with a company's organised internal communication.

I have posted a comment on www.cmns1290michaelavirgara.blogspot.com


References

Dewhurst, S. & Fitzpatrick, L. (2007). Building a learning framework for internal communicators. Strategic Communication Management, 11(2), 16-19. Retrieved September 14, 2007, from ABI/INFORM Global database.

Johnston, J. & Zawawi, C. (2004) Strategy, Planning and Scheduling, in Public Relations Theory and Practice, 2nd edn, pp. 169-196, Allen&Unwin, Sydney, Australia.

Murray, B. (2007). THE PRACTICE OF LEADERSHIP. Strategic Communication Management, 11(5), 3. Retrieved September 14, 2007, from ABI/INFORM Global database.