000			01927nam a22003137a 4500
003			OSt
005			20260331111017.0
008			260331b |||||||| |||| 00| 0 eng d
020			_a9781032329734 _qpaperback
040			_aIILMLR _cIILMLR
082	0	4	_a658.45 MOH 2016
100	1		_aMahoney, James, _eauthor.
245	1	0	_aStrategic communication : _bcampaign planning / _cJames Mahoney.
250			_aSecond edition.
264		1	_aSouth Melbourne, Victoria : _bOxford University Press, _c2017.
300			_axvi, 278 pages : _billustrations ; _c25 cm
504			_aIncludes bibliographical references (pages 244-250) and index.
505	0		_aWhat 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.
520			_aThis 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.
650		0	_aCommunication.
650		0	_aCommunication planning.
650		0	_aBusiness communication.
650		0	_aManagement.
650		7	_aBusiness communication.
650		7	_aCommunication.
650		7	_aCommunication planning.
650		7	_aManagement.
942			_2ddc _cBK _h658.45 MOH 2016 _n0
999			_c14017 _d14017