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Strategic Communication

Campaign Planning

Second Edition

James Mahoney

15 September 2016

ISBN: 9780190303761

320 pages

In Stock

Price: £104.99



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.

  • Chapter exercises encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy
  • Cases throughout help readers apply theory to real-life situations
  • In Theory panels highlight key theories and demonstrate important links between theory and practice

About the Author(s)

James Mahoney, Former Head, Discipline of Communication, University of Canberra

James Mahoney: former Head, Communication Discipline, Faculty of Arts and Design, University of Canberra.

Table of Contents

    1:What this book is about
    2:The nature of strategic communication
    3:Communication strategy and business planning
    4:Elements of a communication strategy
    5:Analysing organisational communication needs
    6:Why target publics matter
    7:Setting the compass: Communication goals and objectives
    8:Planning effective messages
    9:Reaching target publics: The role of communication pathways
    10:Communication tools: The things we do
    11:Managing a strategic communication plan
    12:Evaluating strategic communication plans
    13:Strategic communication counselling