Management is a dynamic activity, the success of which largely depends how the program team looks upon the organization's directions, tasks, and its people's appreciation of such program components, as well as their relationship with one another.

The following five-step management improvement process (JHU/CCP 1997) is as good a guide as any in managing a communication program.

• Improve organizational climate.

• Set clear vision and plans.

• Strengthen commitment to excellence.

• Build capacity through systems improvement and development.

• Empower people through good leadership, training and retraining, and job aids or tools.

Improving organizational climate appears to be a communication manager's primary task. When people feel good working in an organization for worthy development-oriented goals, management of people and management of tasks become easier.

A number of measures would help a manager foster a good organizational climate. One is the adoption of the participatory technique of management.

Managers and workers alike do feel good when they take part in the organization's day-to-day goings-on. Involvement heightens stakeholders' sense of belonging and sense of ownership of the program.

Through participatory undertakings, it also becomes possible for managers and workers to jointly develop a multi-stage plan of action that makes it possible for the organization to move systematically towards the achievement of its objectives.