Nowadays, in order to succeed in an increasingly competitive and demanding market, in which it is advisable not to give advantages, organizations need a strong Public Image and Communication that are achieved through coherence and unity of the Institutional Discourse.
It should be clear, at present, that the credibility of an organization relies more on the power of a strong coherent communication system than on the power of persuasion of its messages.
When formalizing Image & Institutional Communication Plans and clarifying the Communications Strategy of an Organization, it is possible to put together all the aspects that are shown by the Id-Entities: culture, discourse, products and services, media, infrastructure, human resources policy, press management, advertising, customers’ service, community service, etc.
In this sense, Communications Planning, approached as an ongoing and recursive process including Analysis - Programming - Implementation - Evaluation, in which a specific set of methodologies and tools are used to prepare - regulatory and strategic - Plans, Programs and Projects of short, medium and long-term, is a key tool to facilitate and optimize Communication Management in Organizations.
Paradoxically, a Communications Planning Process is both a Global and Sectoral Planning Process: although it has specific programs and projects that should be clearly integrated with the Institutional Strategy, as it is a communication intervention, it impacts on all levels of the targeted Organization.
Therefore, it requires the highest technical quality and methodological rigor, as well as the highest levels of participation of all the sectors involved in the planning process to be implemented. Encouraging the creation of spaces to form, hold and take part in the processes oriented to value creation in organizations, is the cornerstone of any professional intervention in this field.
When predicting the impact of the Organization’s action, it should be noted that any measure taken will not generate only the desired effect. There are many unforeseen impacts caused by the actions undertaken.
Even if the Plans, Programs and Projects are well conceived, designed, written and presented, if their social legitimacy is insufficiently developed, there will not be enough margin to ensure the sustainability of the entire Planning Process in time.
Organizations plan to promote dialogue between Solutions and Problems, to share Alternatives to strengthen Decision making processes directly linked to the optimization of the Communities’ Quality of Life.