Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium and long-term business activity and to how organisations deal with issues.

This thoroughly revised third edition includes:

  • New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations;
  • New discussion questions on important aspects of campaign planning;
  • Chapter exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy;
  • In Theory panels that highlight key theories and demonstrate important links between theory and practice

Accessible and comprehensive, this is an essential text for students of professional communication and professionals transitioning into the field of Strategic Communication.

chapter |5 pages

The Brief

chapter Chapter 1|14 pages

What this book is about

chapter Chapter 2|28 pages

The nature of strategic communication

chapter Chapter 3|17 pages

Communication strategy and business planning

chapter Chapter 4|16 pages

Elements of a communication strategy

chapter Chapter 5|24 pages

Analysing organisational communication needs

chapter Chapter 6|20 pages

Why target publics matter

chapter Chapter 7|18 pages

Setting the compass

Communication goals and objectives

chapter Chapter 8|17 pages

Planning effective messages

chapter Chapter 9|21 pages

Reaching target publics

The role of communication pathways

chapter Chapter 10|19 pages

Communication tools—the things we do

chapter Chapter 11|23 pages

Managing a strategic communication plan

chapter Chapter 12|15 pages

The Gemini factor

Evaluating strategic communication projects

chapter Chapter 13|11 pages

Strategic communication counselling

chapter |2 pages

A reflection