Buch, Englisch, 320 Seiten, Print PDF, Format (B × H): 245 mm x 173 mm, Gewicht: 484 g
Campaign Planning
Buch, Englisch, 320 Seiten, Print PDF, Format (B × H): 245 mm x 173 mm, Gewicht: 484 g
ISBN: 978-0-19-030376-1
Verlag: Oxford University Press Australia
Strategic Communication (Second Edition) 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.
The framework followed in Strategic Communication can be used for strategic planning in a range of specialisations including corporate communication; community relations; financial and investor relations; government relations and lobbying; internal communication; marketing communication and public relations. Readers will build their own strategic communication plan when working through the book, as each chapter covers how to plan a specific element of a communication strategy, exploring key principles and relevant theories.
The second edition has been thoroughly updated to include contemporary cases and examples, additional theoretical and campaign planning material and is complemented by a range of features to support and reinforce learning.
Autoren/Hrsg.
Weitere Infos & Material
- 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: Evaluating strategic communication plans
- 13: Strategic communication counselling
