There are many different
frameworks and methodologies for strategic planning and management. While
there are no absolute rules regarding the right framework, most follow a
similar pattern and have common attributes. Many frameworks cycle
through some variation on some very basic phases:
1) Analysis or
assessment, where an understanding of the current internal and external environments
is developed.
2) Strategy formulation, where
high level strategy is developed and a basic organization level strategic plan
is documented.
3) Strategy execution,
where the high level plan is translated into more operational planning and
action items.
4) Evaluation or sustainment / management
phase, where ongoing refinement and evaluation of performance, culture,
communications, data reporting and other strategic management issues
occurs.
The term “strategic
communications” has become popular over the last two decades. It means infusing
communications efforts with an agenda and a master plan. Typically, that
master plan involves promoting the brand of an organization, urging people to
do specific actions, or advocating particular legislation.
......By Faith Gabriella