Strategies for Promoting a Work-Family Agenda. Report Number 973.

This document, which is intended to help individual managers and task forces committed to development of a work-family agenda, is based on recommendations of the Work and Family Research Council, which is composed of 35 advocates of work-family policies within U.S. firms. Basic strategies for promoting (marketing) work-family programs within different corporate cultures are reviewed, and ways of linking work-family issues to other corporate concerns are discussed. Four developmental stages in the creation of work and family policies and programs are proposed: getting initial support to investigate work-family problems and possible solutions; developing internal support for specific recommendations and policy options; maintaining support for the continuation of existing work-family policies and programs, and expanding work-family programs to create culture change. The document includes the following: strategies for developing and implementing "marketing plans" for each of the four stages; strategies for connecting work-family programs to other corporate objectives, including quality, managing diversity, gender equity, retention, and career development; and a discussion of the need for ongoing communications. (MN)