Strategic Communication in Canada

Planning Effective PR Campaigns

Bernard Gauthier (Autor)

Buch | Softcover

210 Seiten

2018
Canadian Scholars (Verlag)
978-1-77338-076-6 (ISBN)

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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. Readers are led through all the phases of developing communication strategy, from conducting a situation analysis right through to forming finished, polished strategy and drawing conclusions.

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.

Bernard Gauthier is a Professor and Program Coordinator of the Bachelor of Public Relations program at Conestoga College, Doon Campus.

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

Erscheinungsdatum	16.10.2018
Verlagsort	Toronto
Sprache	englisch
Maße	171 x 248 mm
Gewicht	430 g
Themenwelt	Sozialwissenschaften ► Kommunikation / Medien ► Journalistik
	Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
	Sozialwissenschaften ► Politik / Verwaltung ► Staat / Verwaltung
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	1-77338-076-1 / 1773380761
ISBN-13	978-1-77338-076-6 / 9781773380766
Zustand	Neuware