Strategic Communication in Canada

Erscheinungsjahr 2018
ISBN: 978-1-77338-076-6
Verlag: Canadian Scholars

Buch, Englisch, 210 Seiten, Paperback, Format (B × H): 171 mm x 248 mm

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.

Autoren/Hrsg.

Gauthier, Bernard

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien
• Sozialwissenschaften Politikwissenschaft Politische Systeme Verwaltungswissenschaft, Öffentliche Verwaltung
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

- 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

Über Autor(innen)

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