| Edition |
Second edition. |
| Description |
xvi, 258 pages : illustrations ; 25 cm. |
| Bibliography |
Includes bibliographical references and index |
| Contents |
What this book is about -- The nature of strategic communication -- Communication strategy and business planning -- Elements of a communication strategy -- Analyzing organizational communication needs -- Why target publics matter -- Setting the compass: communication goals and objectives -- Planning effective messages -- Reaching target publics: the role of communication pathways -- Communication tools: the things we do -- Managing a strategic communication plan -- Evaluating strategic communication plans -- Strategic communication counselling. |
| Summary |
This book deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing and implementing a communication strategy. This book links strategic communication campaign planning to business activities around short, medium and long-term needs and to how organisations deal with issues. |
| Subject |
Communication
|
|
Communication planning
|
|
Business communication
|
|
Management
|
| ISBN |
9780190303761 paperback |
|
019030376X paperback |
|
9780190303778 (ebook) |
|
