Strategic Communication in Canada: Planning Effective PR Campaigns

ISBN-13: 9781773380766 / Angielski

Bernard Gauthier

Opis

Informed by decades of agency experience, Bernard Gauthier prepares aspiring public relations students to think strategically as they plan and create campaigns. Strategic Communication in Canada is structured around the two major phases of developing communication strategy. In the first half of the book, readers will be taken through the main phases of conducting a situation analysis - a prerequisite to developing strategy. In part two, readers will move from raw materials to finished, polished strategy. Readers will then use a planning model to help organize knowledge and draw conclusions. This easy-to-follow text features ten chapters packed with practical advice and study tools such as learning objectives, key terms and concepts, and critical reflection questions. Strategic Communication in Canada is an essential, to-the-point read for students studying public relations and marketing communication; business strategy; and journalism and public affairs.

Spis treści

• Introduction: Setting the Stage for Strategic Communication Planning
• PART I: ANALYZING THE SITUATION
• Chapter One: Identifying the Changes You Seek
• Chapter Two: Identifying the Key Audiences
• Chapter Three: Assessing Your Communication Resources
• Chapter Four: Scanning the External Environment
• PART II: DEVELOPING A COMMUNICATION STRATEGY
• Chapter Five: From Information to Insight
• Chapter Six: Strengths, Weaknesses, and Strategy
• Chapter Seven: Opportunities, Threats, and Strategy
• Chapter Eight: Presenting the Strategy
• Chapter Nine: From Strategy to Action Plan
• Chapter Ten: Evaluating Strategic Communication Campaigns
• Epilogue: Reflecting on Ethics and Strategic Communication
• Appendix A: Glossary
• Appendix B: Case Study
• Appendix C: Tactic Table Template