Mahoney, James, <br/><br/>
Strategic communication :  campaign planning / 
James Mahoney. 
 - Second edition. 
 - xvi, 278 pages :  illustrations ;  25 cm 
<br/><br/>Includes bibliographical references (pages 244-250) and index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781032329734 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication.<br/>Communication planning.<br/>Business communication.<br/>Management.<br/>Business communication.<br/>Communication.<br/>Communication planning.<br/>Management.
<br/><br/><label>Dewey Class. No.: </label>658.45 MOH 2016