Succession Planning: Thorny Problem For PR Managers That’s Getting Worse

In the song "Love Minus Zero/No Limit," troubadour Bob Dylan sings: "She knows there's no success like failure/And that failure's no success at all." The stanza could be the soundtrack for succession planning among communications executives. Showing top management that you are not indispensable -- and that someone can immediately step in to fill your [PR] shoes should something unexpected happen -- is one way of gaining influence with the C-suite. That requires managers to keep their egos in check, and allow their subordinates to show their stuff in a managerial setting. By the same token, communication executives set themselves up for failure if they continue to run in place and don't allow any of their subordinates to adopt their skill sets.

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