ABSTRACT
Chapter 7 looks at strategy and strategic planning on a practical level, focusing mainly on the application stage. It introduces students to the steps in strategic planning and the elements of a situation analysis. It also explains SWOT analysis and the role it plays in planning for strategic communication campaigns. The chapter also provides tips on how to write good objectives. Finally, the chapter explores the toolbox that strategic communicators use to execute strategies and tactics, including advertising, publicity, sales promotion, experiential, digital and traditional media, as well as interpersonal and organizational communication.
