Managing the Communication Function
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Managing the Communication Function:
A Blueprint for Organizational Success
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Second Edition
by Diane Gayeski, Ph.D. Manage both your communication expertise and your career in a changing business landscape. This newly updated manual contains model contracts, project management documents, job descriptions, examples of organizational structural planning, assessment tools, and more. These customizable tools are applicable to both your long-term career and your day-to-day job.
As the author of one of IABC's most essential manuals, Diane Gayeski discusses a “rewiring” of information, collaboration and knowledge based on her research of today's organizational infrastructures. With expertise honed over several decades, Gayeski delivers a manual that will teach you:
- To position yourself as a key communication executive through education, experience, skills and traits.
- To assess your organization’s overall communication infrastructure and manage it as a key business asset.
- To use specific tools to manage cross-functional team and vendor projects.
- The best practices of well-organized and well-funded communication departments.
- To leverage your professional communication skills, win new career opportunities and facilitate personal development.
Available in both print and PDF format.
Details: 247 pages
©2007
Table of Contents
Preface
1. The Developing Role of the Communication Function and Its leader
- The Communication Manager Throughout the Ages
- Communication as a Business Asset
- The Role of the Communication Manager
- The Difference Between Managing and Leading
2. Positioning and Funding the Communication Function
- Where in the World Is Communication?
- Increasing Collaboration Among Communication Groups
- Funding the Communication Function
- Outsourcing
3. Assessing and Engineering the Communication Infrastructure
- Communication Systems Determine Organizational Performance
- Envisioning the Ideal System
- Myth Versus Reality: What Good Communication Looks Like
- Performing a Communication System Checkup
- Conducting Communication Audits
- Assessing Communication Alignment
- Assessing the Communication Load
- Cost-of-Communication Clock
- Understanding the Whole: The Helicopter Snapshot
- Conducting an Information Systems Analysis (ISA)
4. Developing Your Communication Philosophy, Strategy and Stanadards
- An Era of Uncertainty, Chaos and Complexity
- Why We Need a New Theory of Communication
- Developing a Philosophy
- Developing a Strategy
- Developing Integrated Communication: Standards and Guidelines
- Regaining Control
5. Managing Communication Plans and Projects
- From Strategy to Annual Action Plans
- Managing Big Plans in Small Stages: Creating Prototypes
- Building an Integrated Communication Plan for a Specific Objective
- Performance Engineering: The ComADD Model
- Managing Projects
- Creating Budgets
- Showing Value for Projects
6. Working with Outside Resources
- Outsourcing: What and Why
- Understanding and Specifying Roles
- Typical Contracting Problems—and How to Avoid Them
- Legal Issues: Contractor Versus Employee?
- Initiating Projects with RFPs
- Responding to RFPs
- Contracts
7. Demonstrating Value to the Executive Suite
- Managing Upwards
- Influencing Management Communication
- Getting the Seat at the Table: Shaping Corporate Strategy
- Communicating in the C-suite
- How to Make a Pitch
- Evaluating New Technologies and Initiatives
- Doing a Feasibility Study
- ROI and Other Calculations
- Going from Numbers to Pictures
- Conclusion: Acting Like a Businessperson
8. Moving Forward
- New Roles for Communication Managers
- Running Your Own Shop
- Developing Yourself
- Leadership Styles
- Professional Development
- Knowing When and How to Transform Your Department
- Conclusion
Recommended Reading
About the Author
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