chapter  7
PLANNING
Pages 26

As prior chapters have noted, managers are dealing with change-some observers even claim we are in a revolutionary phase. Regardless, nowhere is this more clear than in the design of planning strategies that preserve the best of traditional practices while preparing their companies for exciting new ways to consider opportunities. Planning is a management tool for maintaining practices that are successful and should continue. It is also a management tool for restructuring and adapting to opportunities that require transition or major restructuring. Media managers start with a vision that considers resources, policies, and schedules as well as attitudes, beliefs, and values in forming strategic documents.