Strategic Communication: Principles and Practice
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Product details:
- Publisher OUP Australia & New Zealand
- Date of Publication 22 November 2012
- ISBN 9780195576894
- Binding Paperback
- No. of pages240 pages
- Size 246x171x14 mm
- Weight 490 g
- Language English 0
Categories
Short description:
Strategic Communication: Principles and Practice guides students through the principles for planning, writing, and implementing strategic communication plans. It approaches strategic communication from how an organisation communicates across organisational endeavours. The emphasis is on the strategic application of communication and how an organisation functions to advance its mission.
MoreLong description:
Strategic Communication: Principles and Practice deals with the principles behind strategic communication planning and the professional practice involved in researching, writing and implementing a communication strategy. The framework followed here can be used for planning specific strategies for a range of specialisations including corporate communication; community relations; financial and investor relations; government relations and lobbying; internal communication; marketing
communication and public relations.
The book is grounded in the concept that strategic communication goes beyond the immediate bottom-line profit aims of integrated marketing communication, to deal with longer term issues. The book explores this idea through a framework that suggests communication strategy should be linked to the way in which organisations' plan their business activities in three time 'horizons': what they need to do now, in the mid-term, and in the long-term. This approach links communication strategy to how
organisations deal with issues. It does not ignore the need for integrated communication, but it does suggest that how organisations deal with public policy issues influences their market-related communication. Working out how issues influence organisational communication involves strategic thinking and
analysis.
Table of Contents:
1. Introduction: What this book is about
2. The nature of strategic communication
3. Communication strategy and business planning
Time out: On the importance of theory
4. Elements of a communication strategy
5. Analysing organisational communication needs
6. Why target publics matter
7. Setting the Compass: Communication goals and objectives
Time Out: On intercultural communication
8. Planning effective messages
9. Reaching target publics: The role of communication strategies
10. Tactics: The things we do
Time Out: On applying professional practice skills to strategy
11. Managing a strategic communication plan
12. The Gemini Factor: Evaluating strategic communication projects
13. Strategic communication counselling
Reflection
