I will start this discussion with a famous proverb “United We Stand and Divided We Fall”. Though this proverb has nothing do with our unity or interpersonal relationships, a piece of thought can be extracted from it to compare deadlines.
A documentation project needs to undergo different phases of DDLC to roll out a reliable and error free documentation. While a majority of us still think that requirements with necessary product updates and tool knowledge are the forte for technical documentation, we still undermine the effects of project plan involved in the project.
It is true that competition among employees is high in software companies. This fact also works out to be true in the case of technical writing teams also. But when the competition gets unhealthy and dirty, the going gets tough and the project suffers.
Yes, writers have to sell their skills in IT-organizations - not to get the job, but after they land a job in an IT-organization. While most IT-organizations are realizing the need for hiring skilled writers to handle their technical and organizational documentation, they are not fully aware of the potential of the writers they hire.