Abstract
This article reviews concepts from Brown and Weiner’s Supermanaging and considers their application to communication administration in higher education. The discussion highlights rapid social and technological change, the growth of continuing education, and shifting demographics, all of which demand flexible and future-oriented management. Key ideas include environmental scanning, “error-embracing” leadership, and the importance of marketing strategies for organizational survival. Middle managers are urged to redefine their roles by fostering self-motivating environments, networking, anticipating issues, and demonstrating unique contributions. The article also stresses the significance of social contracts, balancing responsibilities to employees, clients, communities, and funding agencies. Applying these concepts to academia, the discussion critiques slow program approval processes and resistance to marketing, while suggesting strategies for leadership development, accountability, and responsiveness. It concludes that adapting management approaches from business to education can strengthen communication programs facing rapid change.
Recommended Citation
Geddes, LaDonna McMurray
(1987)
"Preparing for Change: Management Concepts for the Future—Ideas from Supermanaging by Brown and Weiner,"
Association for Communication Administration Bulletin: Vol. 62, Article 8.
Available at:
https://stars.library.ucf.edu/aca/vol62/iss1/8
