| Description |
xvii, 260 pages ; 25 cm |
|
regular print |
| Contents |
Contents note continued: Evaluating media coverage -- Making an evaluation work -- Writing an evaluation plan -- Evaluating an entire strategic communication plan -- Evaluation puzzles -- 13.Strategic Communication Counselling -- The communication counsellor's role -- Professional practice: Venus or Mars? -- Doing the job -- Counselling for the non-market environment -- A sense of achievement |
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Contents note continued: Some people like footy; others detest it -- Categories of target publics -- Traditional and non-traditional publics -- What do target publics already know about the organisation? -- On inclusiveness -- 7.Setting The Compass: Communication Goals And Objectives -- Effective goals and objectives -- Defining communication goals and objectives -- Communication goals, objectives and corporate strategy -- Writing meaningful goals -- Measurable objectives -- Writing objectives -- Goals, objectives and planning horizons -- Time Out: On Intercultural Communication -- 8.Planning Effective Messages -- The importance of messages -- What are messages? -- Relevance and truth -- Messages, strategies and tactics -- How many messages? -- Theoretical paradigms that help message design -- Informative messages -- Persuasive messages -- Message teamwork -- 9.Reaching Target Publics: The Role Of Communication Strategies -- Defining communication strategies -- |
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Contents note continued: Time Out: On The Importance Of Theory -- 4.Elements Of A Communication Strategy -- How many strategies can one organisation have? -- Elements of a strategic communication plan -- The never-ending puzzle of the naming thing -- Communication strategies and the market and non-market environments -- And now to politics -- Aligning political issues, horizons and strategic communication -- Linking planning to evaluation -- 5.Analysing Organisational Communication Needs -- Starting the planning process -- Understanding context -- Context and environmental scanning -- Identifying and analysing issues -- An approach to identifying issues -- Using research in strategic communication -- Keeping on track -- Research for strategic communication -- Writing a situation analysis -- Using a SWOT analysis -- Assessing issues -- Issues analysis and the three-horizons approach -- 6.Why Target Publics Matter -- Who are target publics? -- From stakeholders to publics -- |
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Contents note continued: Using communication strategies -- Considerations for communication strategies -- Uncontrolled media -- Interpersonal media -- Controlled media -- Interactive (social) media -- Special events -- Sponsorship -- Building alliances -- Reach, impact and control -- 10.Tactics: The Things We Do -- Planning tactics -- Which strategies and tactics? -- Matching strategies and tactics -- Tactics in practice -- Using your ability to be creative -- Time Out: On Applying Professional Practice Skills To Strategy -- 11.Managing A Strategic Communication Plan -- A communication plan's implementation section -- Using information -- About budgets -- Consultancy budgets and charging -- What is in a budget? -- Using timelines -- Variations on a theme -- Working with consultants -- Working the system -- 12.The Gemini Factor: Evaluating Strategic Communication Projects -- Why evaluate? -- Practitioner views -- What needs to be measured? -- Research methodology -- |
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Machine generated contents note: 1.What This Book Is About -- A note of caution -- How the chapters work -- A strategic communication plan framework -- Choosing a topic for your strategic plan project -- What next? -- 2.The Nature Of Strategic Communication -- Issues analysis and management -- Issues-management process -- Issues and strategy -- The external environment -- Strategic communication -- Some definitions -- What drives strategic communication? -- Reputation, values, relationships and change -- Strategic communication leadership -- Communicating about issues -- Communicating in three horizons -- Aligning strategic communication with the three horizons -- 3.Communication Strategy And Business Planning -- Strategic directions -- Strategic communication and organisational structures -- Specialist practice and strategic communication -- High-level decision-making -- Following the genetic code -- Building relationships with senior executives -- |
| Summary |
Strategic Communication: Principles and Practice deals with the principles behind strategic communication planning and the professional practice involved in researching, writing and implementing a communication strategy. The framework followed here can be used for planning specific strategies for a range of specialisations including corporate communication; community relations; financial and investor relations; government relations and lobbying; internal communication; marketing communication and public relations. The book is grounded in the concept that strategic communication goes beyond the immediate bottom-line profit aims of integrated marketing communication, to deal with longer term issues |
| Analysis |
Australian |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Business communication -- Australia.
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Business communication.
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Communication in management.
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Communication -- Study and teaching -- Australia.
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Communication.
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Management.
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Strategic planning.
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| LC no. |
2012537271 |
| ISBN |
9780195576894 (paperback) |
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