Strategic Communication deals with the principles behind strategic
communication planning. It covers the professional practice steps
involved in researching, planning, writing, evaluating and implementing
a communication strategy. This book links strategic communication
campaign planning to medium and long-term business activity and to how
organisations deal with issues.
This thoroughly revised third edition includes:
- New international cases and professional exercises that will enable
students to work through the cases and apply theory to real-life
situations;
- New discussion questions on important aspects of campaign planning;
- Chapter exercises that encourage students to think more broadly about
communication strategy and work through the particular aspects of a
strategy;
- In Theory panels that highlight key theories and demonstrate important
links between theory and practice
Accessible and comprehensive, this is an essential text for students of
professional communication and professionals transitioning into the
field of Strategic Communication.
