Description
Book SynopsisStrategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium and long-term business activity and to how organisations deal with issues.
This thoroughly revised third edition includes:
- New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations;
- New discussion questions on important aspects of campaign planning;
- Chapter exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy;
- In Theory panels that highlight key theories and demonstrate important links between theory and practice
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Table of Contents
The Brief 1. What this book is about 2. The nature of strategic communication 3. Communication strategy and business planning 4. Elements of a communication strategy 5. Analysing organisational communication needs 6. Why target publics matter 7. Setting the compass: communication goals and objectives 8. Planning effective messages 9. Reaching target publics: the role of communication pathways 10. Communication tools – the things we do 11. Managing a strategic communication plan 12. The Gemini factor: Evaluating strategic communication projects 13. Strategic communication counselling
