Strategic Communication 2nd 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. Key featuresChapter exercises encourage students to think more broadly about communication strategy and work through the particular aspects of a strategyCases throughout help readers apply theory to real-life situationsIn Theory panels highlight key theories and demonstrate important links between theory and practice
1. What this book is aboutA note of cautionHow the chapters workA strategic communication plan frameworkChoosing a topic for your strategic plan projectWhat next?2. The nature of strategic communicationIssues analysis and managementIssues-management processIssues and strategyThe external environmentStrategic communicationSome definitionsWhat drives strategic communication?Reputation, values, relationships and changeStrategic communication leadershipCommunicating about issuesCommunicating in three horizonsAligning strategic communication with the three horizons3. Communication strategy and business planningStrategic directionsStrategic communication and organisational structuresSpecialist practice and strategic communicationHigh-level decision-makingFollowing the genetic codeBuilding relationships with senior executivesTime out: On the importance of theory4. Elements of a communication strategyHow many strategies can one organisation have?Elements of a strategic communication planThe never-ending puzzle of the naming thingCommunication strategies and the market and non-market environmentsAnd now to politicsAligning political issues, horizons and strategic communicationLinking planning to evaluation5. Analysing organisational communication needsStarting the planning processUnderstanding contextContext and environmental scanningIdentifying and analysing issuesAn approach to identifying issuesUsing research in strategic communicationKeeping on trackResearch for strategic communicationWriting a situation analysisUsing a SWOT analysisAssessing issuesTime out: An issues management databaseIssues analysis and the three-horizons approach6. Why target publics matterWho are target publics?From stakeholders to publicsSome people like footy; others detest itCategories of target publicsTraditional and non-traditional publicsWhat do target publics already know about the organisation?On inclusiveness7. Setting the compass: Communication goals and objectivesEffective goals and objectivesDefining communication goals and objectivesCommunication goals, objectives and corporate strategyPlanning and writing meaningful goalsPlanning measurable objectivesWriting objectivesGoals, objectives and planning horizonsTime out: On intercultural communication8. Planning effective messagesThe importance of messagesWhat are messages?Relevance and truthMessages, strategies and tacticsHow many messages?Theoretical paradigms that help message designInformative messagesPersuasive messagesMessage teamwork9. Reaching target publics: The role of communication pathwaysDefining communication pathwaysUsing communication pathwaysConsiderations for communication pathwaysUncontrolled mediaInterpersonal mediaControlled mediaInteractive (social) mediaSpecial eventsSponsorshipBuilding alliancesReach, impact and control10. Communication tools: The things we doPlanning communication toolsWhich pathways and tools?Matching pathways and toolsTools in practiceUsing your ability to be creativeTime out: On applying professional practice skills to strategy11. Managing a strategic communication planA communication plan's implementation sectionUsing informationAbout budgetsConsultancy budgets and chargingWhat is in a budget?Using checklistsVariations on a themeWorking with consultantsWorking the systemTime out: Planning pathways and tools12. Evaluating strategic communication plansWhy evaluate?Practitioner viewsWhat needs to be measured?Research methodologyEvaluating media coverageMaking an evaluation workWriting an evaluation planEvaluating an entire strategic communication planEvaluation puzzlesTime out: A strategic communication plan checklist13. Strategic communication counsellingThe communication counsellor's roleProfessional practice: Venus or Mars?Doing the jobCounselling for the non-market environmentA sense of achievementA reflection
James Mahoney: former Head, Communication Discipline, Faculty of Arts and Design, University of Canberra.