How does it work in Italian companies? The communication planning process.

Purpose – To investigate how and how much corporate communication planning process has been implemented by Italian companies, and explore the most widely used communication planning approaches. Approach – A qualitative research analysis based on semi-structured interviews with managers and communication professionals from Italian or Italian branches of multinational companies belonging to different macro-sectors. Findings – New sense of efficacy refers to the communication planning process: relational effectiveness of the organization, growth of collaborative relationships between roles involved in planning throughout the whole process. Research implications – In Italy there are few studies on the issue of communication planning process, and the paper will be a contribution to this field of research. Practical implications or applications – Useful to understand the prevailing approaches in communication planning adopted by Italian companies, and get an overview of the trends, and practices emerging in Italian companies.