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

The Strategic Planning Process

Strategic planning usually consists of four phases: an internal review, an external review, a strategy summary, and contingency plans. The first phase begins with a systematic process to determine exactly what the organization wants to achieve. After much group facilitation, these broad descriptions are usually captured in vision or mission statements. Many organizations have both, with the vision statement at the top of the hierarchy governing the big picture of achievement. The mission is far more relevant and useful to business managers, especially communication managers. A good mission statement answers the following questions: What function does the organization perform? For whom does the organization perform ...