Strategic communication : principles and practice
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| Format: | Book |
| Language: | English |
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South Melbourne, Australia :
Oxford University Press
c2013
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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 strategies
- 10. Tactics: The things we do
- 11. Managing a strategic communication plan
- 12. The Gemini factor: Evaluating strategic communication projects
- 13. Strategic communication counselling