I noticed the scope of this article only includes common agenda and shared measurement. I suggest the continuous communication condition requires some strategic thinking to keep pace with the agenda and evaluations. In Collective Impact case studies that I looked at, the continuous communication condition usually developed organically. I think there is value in applying strategic thinking to how the group will communicate based on the audience, the communication objectives, strategies to achieve the objectives for specific audiences, and technology needed to achieve the strategies. Similar to a fleet of ships launching on a long-term ocean voyage, each ship needs to know the most effective way to contact the other ships in the fleet. In a time when travel and meetings are costly, social networking technology may offer alternatives that can develop the strong relationships and project management capabilities needed to move the mission forward.

Sheila, thanks much for taking time to comment on my paper. I agree that Communication deserves/requires strategic thinking. Often, leaving communications to organic development is not good enough to ensure that communications during a CI is executed well for all involved. It is true that communications can be costly. I agree that social media platforms can work to inform and connect people; in fact, I have been called a social media nerd on occasion! My focus of the article was, as you pointed out, on the common agenda and on developing structured strategies that can achieve the outcomes we also wish to measure. It was not intentional to exclude communications anymore than it was to exclude strategy development about community engagement or functional aspects of our work (e.g. marketing or fundraising). I believe the strategy approach I outlined can be applied to communications strategy as well. That said, your comments are well-made and prompt me to think about another piece on strategy and community engagement and communications. First, though I am writing a paper on Collaborative Leadership and that one has a deadline. But after that, I will add your good remarks and ideas to my list of things to consider and act on in future writing. Many thanks Mark