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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. ...