Communication plan as organizational and relational process This article proposes a method to plan communication according to a relational approach that highlights the process and relational key factors. The analysis of the literature emphasizes the prevalence of a rational approach. This proposal was developed referring to the Action Workflow model of business process re-engineering, which interprets each process as an interaction and underlines the relational aspects. The article then discusses the case study of Henkel Italy, the exploratory phase of a research project aimed at understanding if companies adopts the relational approach or the rational one. In the conclusion it presents managerial implications and suggests future research areas.
Keywords: Planning, communication, relational process, case study.