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| developing a strategic communication plan: Communication Planning Sherry Devereaux Ferguson, 1999-08-03 The nature of the communicator′s job has shifted dramatically in the last decade. While communicators still prepare speeches, press releases, and articles for corporate magazines, they are now being asked to perform managerial duties, including planning, consulting with stakeholders, and advising CEOs and vice presidents. With these additional responsibilities as a focus, Communication Planning takes a comprehensive approach to examining the role of integrated planning in modern organizations. Author Sherry Ferguson divides the book into four parts: 1) establishing strategic planning cultures, 2) writing different types of communication plans, 3) theoretical foundations of communication planning, and 4) strategic approach to planning for issues management. This book breaks new ground in the study of organizational communication and public relations and contains essential information for consultants, practitioners, and students. |
| developing a strategic communication plan: Strategic Communication in Canada Bernard Gauthier, 2018-07-06 Informed by decades’ worth of agency experience, Bernard Gauthier prepares aspiring public relations professionals to think strategically about communication and to plan and implement effective campaigns. Strategic Communication in Canada is grounded upon a simple yet comprehensive framework called the CARE model, which teaches readers how to strategically select goals and objectives that bring about change, identify and engage key audiences, determine their strongest resources as well as those needing improvement, and scan the external environment for opportunities and threats. Brimming with examples from the Canadian context, this highly accessible text demonstrates how to develop a communication strategy, from building an action plan and amassing content, to implementing the campaign and evaluating the results. Easy to follow, this step-by-step guide to strategic planning features practical advice and study tools such as learning objectives, key terms and concepts, questions for critical reflection, and an original, detailed case study of a successful campaign. This insightful read is essential for students in public relations, marketing communication, and business strategy. |
| developing a strategic communication plan: The Communication Strategy Handbook Betteke vanRuler, Frank Körver, 2018 Developing effective strategies can put you on the path to becoming a trusted advisor and a valued employee. The Communication Strategy Framework that is introduced in this handbook has been designed to help professionals make targeted choices toward strategic communication. |
| developing a strategic communication plan: Strategic Planning for Public Relations Ronald D. Smith, 2007-07-10 First published in 2004. Routledge is an imprint of Taylor & Francis, an informa company. |
| developing a strategic communication plan: Strategic Communications for Nonprofit Organizations Sally J. Patterson, Janel M. Radtke, 2009-02-10 How a nonprofit s strategic communications department defines its issues and policies determines whether the public views it as an effective organization. Strategic Communications for Nonprofit Organizations, Second Edition supports nonprofits in using their resources most effectively. The Second Edition includes a dedicated web site, equipping professionals with the worksheets, forms, surveys, and self-assessment tools needed to create a total communications plan. Plus, the book s step-by-step instructions demonstrate nonprofit communications strategies that work. Practical and clear, this in-the-trenches book provides nonprofit CEOs with expert insights to achieve their mission. |
| developing a strategic communication plan: Spin Sucks Gini Dietrich, 2014-02-20 Unleash Your Secret Weapon for Restoring Trust: Open, Honest Communications! Most PR books tell you how to “spin” your message. People are sick of that! Spin Sucks will teach you how to communicate honestly, responsibly, openly, and authentically…and truly earn the trust of your customers, stakeholders, investors, and communities. Top PR thought leader and blogger Gini Dietrich runs the number one PR blog in the world, spinsucks.com, where she shares cutting-edge tips and tools for effective, ethical communications. Now, she’s integrated all she’s learned into a complete, actionable guide for every business leader who understands there are new rules to communications, but don’t know what to do. No matter what your organization does, Dietrich will help you: Share your story more powerfully—without sex, extortion, or “truth-stretching” Humanize your organization, even if you don’t have outsized personalities Tell the truth, using the best techniques honed by centuries of storytellers Overcome whisper campaigns, anonymous attackers, and trolls Create fresh, honest content that’s compelling to both humans and Google Systematically prepare yourself to engage more successfully online Clarify and close gaps between your message and your customer’s perception Celebrate your brand ambassadors Master seven steps for handling online criticism, and transforming critics into fans Keep others from stealing your great content Learn actionable lessons from others’ successes (and failures) Develop more positive, productive agency (or client) relationships Converge paid, owned, earned, and shared media—and get more value from all of them spinsucks.com |
| developing a strategic communication plan: Balanced Scorecard Paul R. Niven, 2011-01-04 This book provides an easy-to-follow roadmap for successfully implementing the Balanced Scorecard methodology in small- and medium-sized companies. Building on the success of the first edition, the Second Edition includes new cases based on the author's experience implementing the balanced scorecard at government and nonprofit agencies. It is a must-read for any organization interested in achieving breakthrough results. |
| developing a strategic communication plan: Engaging Employees through Strategic Communication Mark Dollins, Jon Stemmle, 2021-10-01 Engaging Employees through Strategic Communication provides a detailed overview of employee communication and its evolution as a tool to drive employee engagement and successful change management. Approaching the subject with the philosophy that internal audiences are essential to the success of any strategic communication plan and business strategy—particularly as they relate to driving change—Mark Dollins and Jon Stemmle give readers a working knowledge of employee communication strategies, skills, and tactics in ways that prepare students for careers in this rapidly expanding field. Providing the tools necessary to evaluate the impact of successful employee communication campaigns, they put theory and cutting-edge research into action with practical examples and case studies sourced from award-winning entries judged as best-in-class by the International Association of Business Communicators (IABC), the Public Relations Society of America (PRSA), PRWeek, and PRNews. The book is ideal for undergraduate and graduate students in internal, corporate, or employee communication courses and will be a useful reference for practitioners who want to understand how to carry out effective employee communication engagement and change-management campaigns. Please visit www.engage-employees.com to learn more about the book and its applications. |
| developing a strategic communication plan: Strategic Communications in Africa Hugh Mangeya, Isaac Mhute, Ernest Jakaza, 2021-12-24 Strategic communication is a pre-requisite for the achievement of organisational goals, and an effective strategic communication plan is vital for organisational success. However, systems and models dominant in the West may not necessarily be best suited for the sub-Saharan Africa reality, where many organisations lack adequate financial resources to develop and implement an effective strategic communication plan. This book examines current practices in sub-Saharan Africa, as well as the challenges faced and the intersection with culture. It packages inspiring debates, experiences and insights relating to strategic communication in all types of institutions, including private and public sector organisations, governmental organisations and NGOs, political parties as well as social movements in the sub-Saharan context. It explores how culture is integral to the attainment of strategic communication goals, and diverse case studies across socio-economic contexts offer insights into the successes of organisations across Africa, including Zimbabwe, Tanzania, Lesotho and Nigeria. This unique edited collection is a valuable resource for worldwide scholars, researchers and students of strategic communication and organisational studies, as well as related fields including public relations, advertising, political and health communication and international studies. |
| developing a strategic communication plan: Strategic Communications for Nonprofits Kathy Bonk, Emily Tynes, Henry Griggs, Phil Sparks, 2008-09-17 This is a new edition of Strategic Communications for Nonprofits, which was first published in 1999. It is an up-dated, nuts-and-bolts guide to helping nonprofits design and implement successful communications strategies. The book offers a unique combination of step-by-step guidance on effective media relations and assistance in constructing and developing an overall communications strategy aimed at creating social or policy change. It first explains the basic principles of a strategic communications strategy that will define the target audiences you need to reach and tells how to develop the messages and messengers you use to reach them. The book then goes on to address specific issues like earning good media coverage, building partnerships to increase available resources, handling a crisis, and more. This second edition builds on the earlier work and includes new case studies, new trends in media and branding, ethnic media issues, and trends in technology. |
| developing a strategic communication plan: Strategic Communication for Organizations Sara LaBelle, Jennifer H. Waldeck, 2020-02-11 Strategic Communication for Organizations elucidates the emerging research on strategic communication, particularly as it operates in a variety of organizational settings. This book, appropriate for both students and practitioners, emphasizes how theory and research from the field of communication studies can be used to support and advance organizations of all types across a variety of business sectors. Grounded in scholarship and organizational cases, this textbook: focuses on message design provides introductory yet comprehensive coverage of how strategy and message design enable effective organizational and corporate communication explores how theory and research can be synthesized to inform modern communication-based campaigns Strategic Communication for Organizations will help readers discuss how to develop, implement, and evaluate messages that are consistent with an organization’s needs, mission, and vision, effectively reaching and influencing internal and external audiences. |
| developing a strategic communication plan: Principles of Strategic Communication Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis, Danny Shipka, 2021-07-08 Designed to support the paradigm shift in media and communication, this book presents the basic tenets of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice. Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs. The accompanying online support material features chapter summaries, useful links to examples of strategic communication in action, suggested further reading, and practice test questions. Instructors will find an instructor’s resource manual that includes sample syllabi, class activities, lecture topics, and a test bank. Please visit www.routledge.com/9780367426316. |
| developing a strategic communication plan: Strategic Public Relations Management Erica Weintraub Austin, Bruce E Pinkleton, Bruce E. Pinkleton, 2006-11-06 Helps readers move from a tactical public-relations approach to a strategic management style. This book demonstrates skillful use of research and planning techniques, providing research methods that make use of the Internet and programs aiding data entry and analysis. |
| developing a strategic communication plan: Strategic Sport Communication W. Timothy Coombs, Jennifer L. Harker, 2021-09-15 Authors Coombs and Harker provide step-by-step guidance on how the strategic communication process—an integration of marketing communication, public relations, and advertising—can be applied to sports communication for individual athletes, teams, and leagues. The book is founded on the premise that the strategic communication process in sport communication is grounded in understanding the fans and sources of revenue. Looking at sports globally, it offers readers the traditional multi-step, linear approach to strategic communication message development along with the transmedia narrative transportation method, a non-linear approach that centers on narratives to engage target audiences and urge them to contribute their own material to messaging. With case studies and practical examples, it also highlights additional issues such as race and gender, social media, ethics, and athlete health. It is an ideal text for undergraduate and graduate courses in public relations or strategic communication and sport communication. An online instructor’s manual accompanies the text, including lecture slides; a sample strategic sports communication plan; a test bank; links to key web sites that discuss sports and sports communication concerns; links to case studies with class discussion prompts; sample assignments; a sample course syllabus; and suggestions for further reading. Please visit www.routledge.com/9780367898724. |
| developing a strategic communication plan: Strategic Integrated Marketing Communications Larry Percy, 2014-06-27 An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes |
| developing a strategic communication plan: Strategic Communications for Nonprofit Organizations Janel M. Radtke, 1998-04-21 Create an effective, comprehensive communications strategy in an age of information overload Fax, e-mail, 1-800 numbers, the Internet, infotainment--with so many new and traditional media available, it should be easy for a nonprofit to connect with its constituents. Yet each new technology brings new challenges, adding more messages, more voices, and more information to the clamor. Nonprofits now have to compete harder than ever to win the attention of a media-jaded public. That's why it is crucial that today's nonprofits develop comprehensive, coordinated communications plans that are detailed enough to cover all the bases, yet flexible enough to compensate for the unexpected. Strategic Communications for Nonprofit Organizations shows you how. In this book, Janel Radtke introduces all-important communications concepts and issues in plain English. Taking a wholly practical, in-the-trenches approach, she combines expert insights, real-life case studies, and clear, step-by-step instructions to demonstrate nonprofit communications strategies that work. She provides: * An easy-to-follow, 7-step program for developing a comprehensive, multifaceted communications plan * A disk containing all the worksheets, forms, surveys, and self-assessment tools you need to create a total communications plan * Techniques for matching the message with the medium and for adapting both to specific purposes, such as fund-raising, advocacy, public education, PR, and more Strategic Communications for Nonprofit Organizations helps you coordinate and streamline communications efforts. It provides proven techniques for guaranteeing that you send the right message to each constituency group or audience, and that you hit your mark every time. |
| developing a strategic communication plan: Strategic Communications for School Leaders Vicki Gunther, James McGowan, Kate Donegan, 2011 Gunther, McGowan and Donegan draw on their own experiences and those of others in the field, to explain the importance of communication in school leadership. In focusing on the communication process--why it's critical for schools, and how it can be executed well--they make the case that communication must be a primary emphasis for leaders, not an afterthought. In Strategic Communications for School Leaders, the authors provide the insights and skills necessary for understanding the role of communication in educational leadership. They also lay the foundation for helping leaders-and those that aspire to be-create and execute communication plans that help to win the trust of an increasingly skeptical public and provide a means to advocate for schools' appropriate share of scarce resources. Topics addressed in the book include the following: understanding the audiences and their information channels; aligning the school leaders' messages with their educational goals and values; telling stories and using illustrative examples; delivering honest and credible messages (including admitting mistakes); using technology intelligently and appropriately; and creating and adhering to a communications plan. |
| developing a strategic communication plan: Strategy and Communication for Innovation Nicole Pfeffermann, Tim Minshall, Letizia Mortara, 2014-01-09 The innovation economy sets new standards for global business and requires efficient innovation management to plan, execute and evaluate innovation activities, establish innovation capability and coordinate resources and capacities for innovation on an intra- and inter-organizational level. Communication has become a critical factor underpinning successful innovation. As a new communication field, innovation communication facilitates the successful launches of new products and services, the establishment of stakeholder relationships, and the strengthening of corporate reputation in the long-run. Consequently, firms today need to develop a strong portfolio of communication tools as an integral part of their strategic innovation management activities. This new edition mainly concentrates on emerging approaches and methods for integrating communication as part of strategic innovation management. A key theme is the provision of an integrated perspective to bridge the gap between innovation management and communication management at both strategic and operational levels. This book makes an important contribution to this evolving academic domain by providing multiple perspectives on the latest research on innovation communication and strategic open innovation. It also provides guidance for managers seeking to understand the diverse ways by which they can leverage communication to support successful innovation. |
| developing a strategic communication plan: Strategic Communication Management for Development and Social Change Tsietsi Mmutle, Tshepang Bright Molale, Olanrewaju Olugbenga Akinola, Olebogeng Selebi, 2023-12-13 This book is the first of its kind within the African region to combine scholarly perspectives from the fields of Strategic Communication Management and Communication for Development and Social Change. It draws insights from scholars across the African continent by unravelling the complementary nature of scholarship between the two fields, through the lens of prevailing governance and sustainability challenges facing African countries, today. This edited volume covers issues that have adversely affected the achievement of goals related to humanitarian upliftment, development and social change for all African nations. Consequently, citizen participation, which lies at the heart of these challenges when considering the question of sustainable governance and policy development for social change in an African context is addressed. To this end, a reflection is also made on various case studies that exist where local citizens do not inform sustainable development programmes, while the promotion of bottom-up development and social change is largely replaced by top-down instrumental action approaches and hemispheric communication instead of strategic communication. Themes explored include: ● Communication for social change, bottom-up development and social movements in the local government sphere ● Strategic communication in governance, planning and policy reforms ● The role of multi-stakeholder partnerships in achieving development of objectives geared towards good governance in Africa ● Public participation, protests, and resistance from 'below' ● Public sector health communications and development ● Media relations, accountability and contested development narratives with the Fourth Estate ● Social media and eParticipation in government development programs. |
| developing a strategic communication plan: Leading Change John P. Kotter, 2012 From the ill-fated dot-com bubble to unprecedented merger and acquisition activity to scandal, greed, and, ultimately, recession -- we've learned that widespread and difficult change is no longer the exception. By outlining the process organizations have used to achieve transformational goals and by identifying where and how even top performers derail during the change process, Kotter provides a practical resource for leaders and managers charged with making change initiatives work. |
| developing a strategic communication plan: Strategies to Enhance Air Force Communication with Internal and External Audiences National Academies of Sciences, Engineering, and Medicine, Division on Engineering and Physical Sciences, Air Force Studies Board, Committee on Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop, 2016-01-27 The U.S. Air Force (USAF) helps defend the United States and its interests by organizing, training, and equipping forces for operations in and through three distinct domains-air, space, and cyberspace. The Air Force concisely expresses its vision as Global Vigilance, Global Reach, and Global Power for America. Operations within each of these domains are dynamic, take place over large distances, occur over different operational timelines, and cannot be routinely seen or recorded, making it difficult for Airmen, national decision makers, and the American People to visualize and comprehend the full scope of Air Force operations. As a result, the Air Force faces increasing difficulty in succinctly and effectively communicating the complexity, dynamic range, and strategic importance of its mission to Airmen and to the American people. To address this concern, the Chief of Staff of the USAF requested that the National Academies of Sciences, Engineering, and Medicine convene a workshop to explore options on how the Air Force can effectively communicate the strategic importance of the Service, its mission, and the role it plays in the defense of the United States. Participants worked to address the issues that a diverse workforce encompassing a myriad of backgrounds, education, and increasingly diverse current mission sets drives the requirement for a new communication strategy. The demographics of today's Air Force creates both a unique opportunity and a distinct challenge to Air Force leadership as it struggles to communicate its vision and strategy effectively across several micro-cultures within the organization and to the general public. This report summarizes the presentations and discussions from the workshop. |
| developing a strategic communication plan: Managing Projects (HBR 20-Minute Manager Series) Harvard Business Review, 2014-02-18 Master the basics of project management. You've been asked to manage a key project—or perhaps you've volunteered for an assignment that could advance your career. So how do you make sure the project succeeds? Managing Projects walks you quickly through the basics, including: Drawing up a realistic schedule and project plan Monitoring key tasks and benchmarks Communicating with stakeholders Bringing the project to a close Don't have much time? Get up to speed fast on the most essential business skills with HBR's 20-Minute Manager series. Whether you need a crash course or a brief refresher, each book in the series is a concise, practical primer that will help you brush up on a key management topic. Advice you can quickly read and apply, for ambitious professionals and aspiring executives—from the most trusted source in business. |
| developing a strategic communication plan: Just Ask Leadership: Why Great Managers Always Ask the Right Questions Gary B. Cohen, 2009-08-28 John T. Chain, Jr., rose from a second lieutenantto four-star general and led ournational missile defense program. Mike Harper led ConAgra Foods from$636 million to $20 billion in 20 years andincreased its stocks value 150 times over. Ask Gary Cohen what these remarkable leadershave in common and his answer will bestraightforward: They use questions to generatefresh ideas, inspire committed action, andbuild an army of forward-thinking leaders. In Just Ask Leadership, Cohen steers you awayfrom the all-too-common idea that if youdon’t assert yourself with strong statements,you will not be respected. On the contrary,statistics prove that 95 percent of employeesprefer to be asked questions rather than betold what to do. Involving employees andcolleagues in decision making processesbuilds an environment rich with energy, excitement,and innovative problem solving. Just Ask Leadership outlines not only specificquestions to ask in certain contexts, but alsohow to implement question-based leadershipas a whole. Learn how to Spend more time onlong-term goals—and lesson short-term crises Build a culture of accountability Create unity and trust throughoutyour workforce Steer decision making to the mostappropriate parties Develop rapport while instillingrespect When you ask questions, you show respect—and you are respected in turn. It is thatsimple. A combination of Cohen’s proven expertiseand interviews with nearly 100 highly effectiveleaders, Just Ask Leadership explains howto harness the power of questions to makeyour organization more competitive, moreprofitable, and a better place to work. |
| developing a strategic communication plan: Strategic Communication James Mahoney, 2023-06-20 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. |
| developing a strategic communication plan: Building Commitment to Reform through Strategic Communication Cecilia Caba ero-Verzosa, Helen R. Garcia, 2009-10-06 Strategic communication is a powerful tool for creating broad-based support for reform and change initiatives. Much has been written about why communication matters in reform efforts, but there is scant material available to help those who manage reforms apply communication concepts and approaches to their own programs and policy-reform initiatives. 'Building Commitment to Reform through Strategic Communication' attempts to bridge that gap. The authors present a pragmatic and systematic approach for reformers ready to use communication strategically to achieve their reform goals. The Five Communication Management Decision Tool helps reformers and their teams develop a framework for their communication strategies. This decision tool helps managers see change initiatives through the eyes of those who will be affected by the reforms. When the decision tool is used in the early stages of the development of change programs, reformers gain an even deeper understanding of the stakeholders perspectives on the reforms, which influence stakeholder opposition or support for them. Such understanding will not only be instructive, but possibly transformative for both change agents and those stakeholders whose support is critical to the success of reform. Reform agents may recognize the source of stakeholder resistance and be able to revise reform goals and redesign change interventions. Stakeholders who have a shared understanding of why the status quo is not acceptable and change is necessary are more likely to create coalitions of committed allies and supporters who will work together to achieve reform goals. This workbook illustrates how the decision tool can be used for various types of change and reform initiatives from policy reform, to country and donor partnership agreements, to sectoral reforms. Tested and used in learning interventions across cultures, regions, and sectors, the tool has been used successfully by teams in government, nongovernmental organizations, the business sector, and donor agencies. The book will be of great interest to readers working in all of these areas. |
| developing a strategic communication plan: Strategic Communications for Nonprofit Organizations Sally J. Patterson, Janel M. Radtke, 2009-01-27 How a nonprofit s strategic communications department defines its issues and policies determines whether the public views it as an effective organization. Strategic Communications for Nonprofit Organizations, Second Edition supports nonprofits in using their resources most effectively. The Second Edition includes a dedicated web site, equipping professionals with the worksheets, forms, surveys, and self-assessment tools needed to create a total communications plan. Plus, the book s step-by-step instructions demonstrate nonprofit communications strategies that work. Practical and clear, this in-the-trenches book provides nonprofit CEOs with expert insights to achieve their mission. |
| developing a strategic communication plan: Future Directions of Strategic Communication Howard Nothhaft, Kelly Page Werder, Dejan Verčič, Ansgar Zerfass, 2020-05-21 This book examines the state of strategic communication as a discipline and how it has emerged as a unique area of scholarship in the beginning of the 21st century. Strategic communication encompasses all communication that is substantial for the survival and sustained success of entities like corporations, governments, non-profits, social movements, and celebrities. A major aspect of the field is the purposeful use of communication by an organization to engage in conversations of strategic significance to its goals. The contributions in this book provide unique insights, make compelling arguments, and highlight promising areas of scholarship in strategic communication. Presented in four parts, the chapters explore the emergence of strategic communication, its conceptual foundations, its expanding body of knowledge, and the foundation for further development and new directions in the field. Of interest to those studying communication from the perspectives of communication science, management theory, organizational studies, or business administration, this volume will also be useful for readers who are new to strategic communication, and who are interested in the field for its new avenues of research. This book was originally published as a special issue of the International Journal of Strategic Communication. |
| developing a strategic communication plan: Strategic Communication Jesper Falkheimer, Mats Heide, 2018-01-19 Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational communication and marketing communication into a holistic framework. The field is based on an awareness of the fundamental importance of communication for the existence and performance of all organizations. This textbook offers a broad insight into the field of strategic communication. The main aim of the book is to give a general overview of theories, concepts and methods in strategic communication. The book also aims to develop an understanding of different perspectives and the consequences each one has for practice. After reading the book the student or reader will be able to define and reflect upon strategic communication as an academic field and professional practice, describe relevant theories and apply these to communication problems. The authors apply a reflective and practice-oriented approach meaning earlier research or theories are not only described, but also discussed from different critical perspectives. A practice-oriented approach means, in this book, that the authors strongly emphasize the role of contexts and situations—where strategic communication actually happens. This book will help business and communications students to not only define and understand a variety of strategic communications theories, but to use those theories to generate communication strategy and solutions. |
| developing a strategic communication plan: The Routledge Handbook of Strategic Communication Derina Holtzhausen, Ansgar Zerfass, 2014-11-20 The Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and graduate-level students a compilation of approaches to and studies of varying aspects of the field. The volume provides insights into ongoing discussions that build an emerging body of knowledge. Focusing on the metatheoretical, philosophical, and applied aspects of strategic communication, the parts of the volume cover: • Conceptual foundations, • Institutional and organizational dimensions, • Implementing strategic communication, and • Domains of practice An international set of authors contributes to this volume, illustrating the broad arena in which this work is taking place. A timely volume surveying the current state of scholarship, this Handbook is essential reading for scholars in strategic communication at all levels of experience. |
| developing a strategic communication plan: The IMF's Communication Strategy International Monetary Fund. External Relations Dept., 2007-05-29 The strategy proposed in this paper seeks to build understanding and support for the IMF’s reform agenda as outlined in the IMF's Medium-Term Strategy, further integrate communications with operations, raise the impact of communication tools, and rebalance outreach efforts. |
| developing a strategic communication plan: Your Strategy Needs a Strategy Martin Reeves, Knut Haanaes, 2015-05-19 You think you have a winning strategy. But do you? Executives are bombarded with bestselling ideas and best practices for achieving competitive advantage, but many of these ideas and practices contradict each other. Should you aim to be big or fast? Should you create a blue ocean, be adaptive, play to win—or forget about a sustainable competitive advantage altogether? In a business environment that is changing faster and becoming more uncertain and complex almost by the day, it’s never been more important—or more difficult—to choose the right approach to strategy. In this book, The Boston Consulting Group’s Martin Reeves, Knut Haanæs, and Janmejaya Sinha offer a proven method to determine the strategy approach that is best for your company. They start by helping you assess your business environment—how unpredictable it is, how much power you have to change it, and how harsh it is—a critical component of getting strategy right. They show how existing strategy approaches sort into five categories—Be Big, Be Fast, Be First, Be the Orchestrator, or simply Be Viable—depending on the extent of predictability, malleability, and harshness. In-depth explanations of each of these approaches will provide critical insight to help you match your approach to strategy to your environment, determine when and how to execute each one, and avoid a potentially fatal mismatch. Addressing your most pressing strategic challenges, you’ll be able to answer questions such as: • What replaces planning when the annual cycle is obsolete? • When can we—and when should we—shape the game to our advantage? • How do we simultaneously implement different strategic approaches for different business units? • How do we manage the inherent contradictions in formulating and executing different strategies across multiple businesses and geographies? Until now, no book brings it all together and offers a practical tool for understanding which strategic approach to apply. Get started today. |
| developing a strategic communication plan: Getting the Message Out , |
| developing a strategic communication plan: Health Communication Renata Schiavo, 2011-01-11 Health Communication: From Theory to Practice is a much needed resource for the fast-growing field of health communication. It combines a comprehensive introduction to current issues, theories, and special topics in health communication with a hands-on guide to program development and implementation. While the book is designed for students, professionals and organizations with no significant field experience, it also includes advanced topics for health communication practitioners, public health experts, researchers, and health care providers with an interest in this field. |
| developing a strategic communication plan: Corporate Communications In Restructuring Phases Ulrich Gartner, 2021-10-21 This book provides those responsible in communication, management and human resources with a practical guide for professional internal and external communication of restructuring programs in companies. From cost-cutting measures to downsizing to the closure of entire locations: changing economic framework conditions and the associated changes are not only an operational challenge, they also require intelligent communication. If this fails, long-term costs through collateral damage such as declining employee motivation or loss of reputation can wipe out the short-term savings.This book shows in a compact way how you can identify key stakeholders, define communicative goals and develop the infrastructure, content and instruments with which you can strategically achieve these goals.The author gives concrete tips, describes concrete procedures and asks targeted questions for success in difficult times. |
| developing a strategic communication plan: Corporate Communication Strategy Benita Steyn, Heinemann Publishers, Gustav Puth, 2000 |
| developing a strategic communication plan: Development Communication Sourcebook Paolo Mefalopulos, 2008-06-16 The 'Development Communication Sourcebook' highlights how the scope and application of communication in the development context are broadening to include a more dialogic approach. This approach facilitates assessment of risks and opportunities, prevents problems and conflicts, and enhances the results and sustainability of projects when implemented at the very beginning of an initiative. The book presents basic concepts and explains key challenges faced in daily practice. Each of the four modules is self-contained, with examples, toolboxes, and more. |
| developing a strategic communication plan: Communication Planning Sherry Devereaux Ferguson, 1999-08-03 With these additional responsibilities as a focus, Communication Planning takes a comprehensive approach to examining the role of integrated planning in modern organizations.--BOOK JACKET. This book contains essential information for consultants, practitioners, and students.--BOOK JACKET. |
| developing a strategic communication plan: Communicating Development with Communities Linje Manyozo, 2017-07-14 Development theory and practice are often taught in a manner that strips them of their historical context and obscures alternative intellectual assumptions and critical frameworks. This prevents students from acquiring a holistic understanding of the world and consequently, when it comes to development practice, most lack the skills to live and engage with people. It has become crucial to properly consider what it means to conceive and implement participatory development out in the field and not just in the boardroom. Building on the work of Robert Chambers and Arturo Escobar, Communicating Development with Communities is an empirically grounded critical reflection on how the development industry defines, imagines and constructs development at the implementation level. Unpacking the dominant syntax in the theory and practice of development, the book advocates a move towards relational and indigenous models of living that celebrate local ontologies, spirituality, economies of solidarity and community-ness. It investigates how subaltern voices are produced and appropriated, and how well-meaning experts can easily become oppressors. The book propounds a pedagogy of listening as a pathway that offers a space for interest groups to collaboratively curate meaningful development with and alongside communities. This is a valuable resource for academics and practitioners in the fields of Development Studies, Communication for Development, Communication for Social Change, Social Anthropology, Economic Development and Public Policy. Foreword by Robin Mansell. |
| developing a strategic communication plan: Public Relations and Communication Management in Europe Betteke van Ruler, Dejan Vercic, 2008-08-22 The book challenges the notion that public relations in Europe is no more than a copy of the Anglo-American approach. It presents a nation-by-nation introduction to historical public relations developments and current topics in European countries, written by noted national experts in public relations research and well-known professionals who are able to oversee the situation in their own countries. The contributions take an insider point of view and combine researched facts and figures with qualitative observations and personal reviews. In addition, the book provides conceptual statements that offer an insight into theoretical approaches. |
| developing a strategic communication plan: Promoting Nonprofit Organizations Ruth Ellen Kinzey, 2013-08-21 Promoting Nonprofit Organizations is a practical guide to developing and implementing a strategic public relations program to enhance a nonprofit’s reputation. The ways in which businesses – both for-profit and not-for-profit – communicate with customers has changed dramatically in recent years. Coupled with economic uncertainty, nonprofits have had to adopt a leaner operational mode, further underlining the need for organizations to take advantage of all the promotion strategies available to them. This book: Discusses why public relations and reputation management go hand-in-hand with marketing efforts Offers a step-by-step guide to develop a public relations strategy Considers the importance of nonprofit sustainable citizenship Provides tips for reputation enhancement using a range of tools, such as social media and board ambassadorship Guides the reader in developing a reputation approach to crisis communication management Highly practical in its approach, this book is a great guide for students in public relations and nonprofit management courses, as well as for professionals seeking to enhance the success of their nonprofit organization. |
WORKBOOK A: CREATING A COMMUNICATIONS PLAN
Developing a strategic communications plan will help you make the most of your resources by establishing priorities and focusing on the most important tasks. Expect to learn a lot in …
Developing a Communication Plan - CDC Stacks
Developing a Communication Plan The communication plan may be one of the most important documents that you and your communication workgroup create. It serves as a programmatic …
Writing a communications strategy - University of Oxford
What is a communications strategy? “Why don’t we just get on with it?” Do your research.... What are your organisational/project/event (non-communications) objectives? Your strengths, …
A GUIDE TO STRATEGIC COMMUNICATIONS PLANNING
Download your copy of the Results Map®, a best practice tool that provides a framework for a strategic communications plan. Introducing the Leadership Development Program for …
HANDBOOK FOR DEVELOPING A COMMUNICATIONS …
This handbook provides strategic guidance and outlines the practical steps and resources needed for national statistics offices (NSOs) to develop an integrated communications strategy. It …
Developing a Communication Plan
Follow these seven steps to develop an effective communication plan: 1. Specify goals. 2. Identify target audiences and objectives. 3. Craft key messages. 4. Determine communication …
Creating and implementing a communications plan - VIDEA
plan that helps you get and stay connected with key groups that are essential to meeting your program goals? The tools in this section outline a step-by-step communications planning process.
The Strategic Communication Plan: Effective Communication …
This paper looks at the importance of the strategic communication plan to strategic leaders and the organizations they lead. It addresses the purpose, developmental process, content, and …
Develop A Communication Plan In Nine Steps
This comprehensive guide provides a step-by-step framework for developing a strategic communication plan. From defining objectives to tracking results, this resource empowers …
BEST PRACTICES IN STRATEGIC COMMUNICATIONS …
Strategic communications planning, then, is the process of driving alignment between the communications function and the organization’s core objectives. It is about deliberately …
Strategic Communication Planning - SPRC
Start with a thorough assessment of your current situation (Step 1). Set measurable communication goals (Step 2). Define your intended—sometimes called “target”—audiences …
Strategic Communications Plan Template - The CIRI Foundation
The strategic plan will help you deploy resources more effectively and strategically by highlighting synergies and shared opportunities in your various programs and work areas.
Building a Communications Strategy Tactics, Tools and …
A strategic communications plan, or media strategy, is your plan for getting positive coverage of your campaign through the media that your target voters use the most, in order to …
Seven Steps to a Strategic Communication Plan
communication plan is implemented… …Operations leaders will champion the new process and require its implementation among their direct reports. …Employees will be aware of the …
Mapping Success: 7 Steps to Strategic Communication Planning
Strategic Communication Planning Process Step 1) Review _____ • What is the vision? • What is the mission? • Define your budget • What plans are available to me? Step 2) Conduct _____ • …
[TEMPLATE] Annual Communications Plan - determ.com
Developing the annual communications plan is integral to a company’s strategic planning process. It helps you identify messages you need to communicate, to whom you need to communicate …
Building a Communications Strategy Tactics, Tools and …
3. Developing a strategic communication plan: - Determine your objective(s) - Define your key audiences - Identify the most important media outlets for your campaign - Come up with a list …
2 - Communications Planning and Strategy Development
The health communication planning process includes the following six steps explained in this chapter: 1. Assess the health issue or problem and identify all the components of a possible …
GUIDELINES FOR DEVELOPING A COMMUNICATIONS …
A communication strategy helps an organization map out a series of activities and programmes that not only help it engage with key stakeholders (internal and external) in an effective and …
Working together to safeguard children 2023: statutory …
o coordinating the joint multi-agency strategic plan, ensuring that statutory safeguarding partners and their delegates feed into and own the plan in the local area o overseeing the quality of …
WORKBOOK A: CREATING A COMMUNICATIONS PLAN
Developing a strategic communications plan will help you make the most of your resources by establishing priorities and focusing on the most important tasks. Expect to learn a lot in …
How to write a strategic plan - Harvard University
What is a strategic plan and why is it needed? A roadmap to launch and grow your organization Process as important as product (perhaps more important) Aligns stakeholders around strategic …
Developing a Communication Plan - CDC Stacks
Developing a Communication Plan The communication plan may be one of the most important documents that you and your communication workgroup create. It serves as a programmatic …
Writing a communications strategy - University of Oxford
What is a communications strategy? “Why don’t we just get on with it?” Do your research.... What are your organisational/project/event (non-communications) objectives? Your strengths, …
A GUIDE TO STRATEGIC COMMUNICATIONS PLANNING
Download your copy of the Results Map®, a best practice tool that provides a framework for a strategic communications plan. Introducing the Leadership Development Program for …
HANDBOOK FOR DEVELOPING A COMMUNICATIONS …
This handbook provides strategic guidance and outlines the practical steps and resources needed for national statistics offices (NSOs) to develop an integrated communications strategy. It covers …
Developing a Communication Plan
Follow these seven steps to develop an effective communication plan: 1. Specify goals. 2. Identify target audiences and objectives. 3. Craft key messages. 4. Determine communication strategies. …
Creating and implementing a communications plan - VIDEA
plan that helps you get and stay connected with key groups that are essential to meeting your program goals? The tools in this section outline a step-by-step communications planning process.
The Strategic Communication Plan: Effective …
This paper looks at the importance of the strategic communication plan to strategic leaders and the organizations they lead. It addresses the purpose, developmental process, content, and …
Develop A Communication Plan In Nine Steps
This comprehensive guide provides a step-by-step framework for developing a strategic communication plan. From defining objectives to tracking results, this resource empowers …
BEST PRACTICES IN STRATEGIC COMMUNICATIONS …
Strategic communications planning, then, is the process of driving alignment between the communications function and the organization’s core objectives. It is about deliberately …
Strategic Communication Planning - SPRC
Start with a thorough assessment of your current situation (Step 1). Set measurable communication goals (Step 2). Define your intended—sometimes called “target”—audiences (Step 3). Develop …
Strategic Communications Plan Template - The CIRI …
The strategic plan will help you deploy resources more effectively and strategically by highlighting synergies and shared opportunities in your various programs and work areas.
Building a Communications Strategy Tactics, Tools and …
A strategic communications plan, or media strategy, is your plan for getting positive coverage of your campaign through the media that your target voters use the most, in order to communicate …
Seven Steps to a Strategic Communication Plan
communication plan is implemented… …Operations leaders will champion the new process and require its implementation among their direct reports. …Employees will be aware of the changes …
Mapping Success: 7 Steps to Strategic Communication …
Strategic Communication Planning Process Step 1) Review _____ • What is the vision? • What is the mission? • Define your budget • What plans are available to me? Step 2) Conduct _____ • Evaluate …
[TEMPLATE] Annual Communications Plan - determ.com
Developing the annual communications plan is integral to a company’s strategic planning process. It helps you identify messages you need to communicate, to whom you need to communicate …
Building a Communications Strategy Tactics, Tools and …
3. Developing a strategic communication plan: - Determine your objective(s) - Define your key audiences - Identify the most important media outlets for your campaign - Come up with a list of …
2 - Communications Planning and Strategy Development
The health communication planning process includes the following six steps explained in this chapter: 1. Assess the health issue or problem and identify all the components of a possible …
GUIDELINES FOR DEVELOPING A COMMUNICATIONS …
A communication strategy helps an organization map out a series of activities and programmes that not only help it engage with key stakeholders (internal and external) in an effective and …
Working together to safeguard children 2023: statutory …
o coordinating the joint multi-agency strategic plan, ensuring that statutory safeguarding partners and their delegates feed into and own the plan in the local area o overseeing the quality of …
