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Strategic Communication


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Table of Contents

1. What this book is aboutA note of cautionHow the chapters workA strategic communication plan frameworkChoosing a topic for your strategic plan projectWhat next?2. The nature of strategic communicationIssues analysis and managementIssues-management processIssues and strategyThe external environmentStrategic communicationSome definitionsWhat drives strategic communication?Reputation, values, relationships and changeStrategic communication leadershipCommunicating about issuesCommunicating in three horizonsAligning strategic communication with the three horizons3. Communication strategy and business planningStrategic directionsStrategic communication and organisational structuresSpecialist practice and strategic communicationHigh-level decision-makingFollowing the genetic codeBuilding relationships with senior executivesTime out: On the importance of theory4. Elements of a communication strategyHow many strategies can one organisation have?Elements of a strategic communication planThe never-ending puzzle of the naming thingCommunication strategies and the market and non-market environmentsAnd now to politicsAligning political issues, horizons and strategic communicationLinking planning to evaluation5. Analysing organisational communication needsStarting the planning processUnderstanding contextContext and environmental scanningIdentifying and analysing issuesAn approach to identifying issuesUsing research in strategic communicationKeeping on trackResearch for strategic communicationWriting a situation analysisUsing a SWOT analysisAssessing issuesTime out: An issues management databaseIssues analysis and the three-horizons approach6. Why target publics matterWho are target publics?From stakeholders to publicsSome people like footy; others detest itCategories of target publicsTraditional and non-traditional publicsWhat do target publics already know about the organisation?On inclusiveness7. Setting the compass: Communication goals and objectivesEffective goals and objectivesDefining communication goals and objectivesCommunication goals, objectives and corporate strategyPlanning and writing meaningful goalsPlanning measurable objectivesWriting objectivesGoals, objectives and planning horizonsTime out: On intercultural communication8. Planning effective messagesThe importance of messagesWhat are messages?Relevance and truthMessages, strategies and tacticsHow many messages?Theoretical paradigms that help message designInformative messagesPersuasive messagesMessage teamwork9. Reaching target publics: The role of communication pathwaysDefining communication pathwaysUsing communication pathwaysConsiderations for communication pathwaysUncontrolled mediaInterpersonal mediaControlled mediaInteractive (social) mediaSpecial eventsSponsorshipBuilding alliancesReach, impact and control10. Communication tools: The things we doPlanning communication toolsWhich pathways and tools?Matching pathways and toolsTools in practiceUsing your ability to be creativeTime out: On applying professional practice skills to strategy11. Managing a strategic communication planA communication plan's implementation sectionUsing informationAbout budgetsConsultancy budgets and chargingWhat is in a budget?Using checklistsVariations on a themeWorking with consultantsWorking the systemTime out: Planning pathways and tools12. Evaluating strategic communication plansWhy evaluate?Practitioner viewsWhat needs to be measured?Research methodologyEvaluating media coverageMaking an evaluation workWriting an evaluation planEvaluating an entire strategic communication planEvaluation puzzlesTime out: A strategic communication plan checklist13. Strategic communication counsellingThe communication counsellor's roleProfessional practice: Venus or Mars?Doing the jobCounselling for the non-market environmentA sense of achievementA reflection

About the Author

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

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