TY  - BOOK
AU  - Mahoney,James
TI  - Strategic communication: campaign planning 
SN  - 9781032329734
U1  - 658.45 MOH 2016 
PY  - 2017///
CY  - South Melbourne, Victoria
PB  - Oxford University Press
KW  - Communication
KW  - Communication planning
KW  - Business communication
KW  - Management
N1  - 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
N2  - 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
ER  -