Strategic communication : campaign planning / James Mahoney.
Material type:
TextPublisher: South Melbourne, Victoria : Oxford University Press, 2017Edition: Second editionDescription: xvi, 278 pages : illustrations ; 25 cmISBN: - 9781032329734
- 658.45 MOH 2016
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| Book | IILM-LR | 658.45 MOH 2016 (Browse shelf(Opens below)) | Available | 10187 |
Includes bibliographical references (pages 244-250) and index.
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.
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.
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