Strategic Communication (Second Edition) 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. The framework followed in Strategic Communication can
be used for strategic planning in a range of specialisations
including corporate communication; community relations; financial
and investor relations; government relations and lobbying; internal
communication; marketing communication and public relations.
Readers will build their own strategic communication plan when
working through the book, as each chapter covers how to plan a
specific element of a communication strategy, exploring key
principles and relevant theories. The second edition has been
thoroughly updated to include contemporary cases and examples,
additional theoretical and campaign planning material and is
complemented by a range of features to support and reinforce
learning.
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