This book proposes a model for directly aligning strategic communication with organisational business planning to enable effective management of mid- to long-term organisational issues.
* Presents a new research-based model for directly aligning strategic communication with organisational business planning;
* Blends theory and practice and is full of tips on how to apply the model in professional practice;
* Written accessibly with a student and practitioner market in mind by a leading PR practitioner, academic and textbook author.
James Mahoney is Adjunct Professor in Professional Communication in the News and Media Research Centre at the University of Canberra, Australia. He is a life fellow of the Public Relations Institute of Australia. He is the author of Strategic Communication: Campaign Planning and Public Relations Writing.
1: Facing up to issues: an introduction; 2: The alchemy of professional communication; 3. The nature of strategic communication; 4. Identifying, analysing and managing organisational issues; 5. Decision-making and communication strategy; 6. Linking strategic communication and theoretical concepts; 7. A strategic communication planning model