Strategic Communication (3rd Ed.) Campaign Planning
Auteur : Mahoney James
Strategic 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
Accessible and comprehensive, this is an essential text for students of professional communication and professionals transitioning into the field of Strategic Communication.
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
James Mahoney PhD is Adjunct Professor in Professional Communication, News and Media Research Centre, and former Head, Discipline of Communication, Faculty of Arts and Design, at the University of Canberra. He convened the Bachelor of Public Relations and the Master of Strategic Communication degrees. His research interests are in issues management and strategic communication.
Date de parution : 06-2023
17.4x24.6 cm
Date de parution : 06-2023
17.4x24.6 cm
Thèmes de Strategic Communication :
Mots-clés :
Strategic communication; campaign planning; PR; public relations; strategy; business planning; organisational communication; communication pathways; Strategic Communication Practitioners; PR Propaganda; Strategic Communication Planning; Australian Concise Oxford Dictionary; Target Publics; Non-market Environments; Strategic Conflict Management; Strategic Communication Practice; Sage Handbook; Strategic Issues Management; Strategic Plan Project; Infant Death; Sudden Infant Death Syndrome; Public Relations Review; Public Engagement; Organisational Strategic Communicators; Resource Dependency Theory; Strategic Counselling; International Journal Of Strategic Communication; Secondary Public; NSW Government; Swot Chart; Maya Bay