Strategic Communication
Campaign Planning
3. Auflage
Erschienen am 20. Juni 2023
298 Seiten
978-1-000-88958-1 (ISBN)
Beschreibung
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.
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.
Weitere Details
Auflage
3rd edition
Sprache
Englisch
Verlagsort
London
Großbritannien
Verlagsgruppe
Taylor & Francis Ltd
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Illustrationen
25 Tables, black and white; 22 Line drawings, black and white; 1 Halftones, black and white; 23 Illustrations, black and white
ISBN-13
978-1-000-88958-1 (9781000889581)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Weitere Ausgaben
Person
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.
Inhalt
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
