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Communication Planning: An Integrated Approach de Sherry Devereaux Ferguson

Communication Planning: An Integrated Approach: SAGE Series in Public Relations, cartea 1

Autor Sherry Devereaux Ferguson
en Limba Engleză Paperback – 8 sep 1999
The nature of the communicator's job has changed dramatically over the last decade. While communicators still prepare speeches, press releases and articles for corporate magazines, they are now being asked to perform managerial duties such as planning, consulting stakeholders and advising CEO's and vice presidents.Communication Planning focuses on these additional responsibilities and examines the role of integrated planning in modern organizations.
Sherry Ferguson's comprehensive study includes the theoretical foundations of communication planning and strategic approaches to planning for issues management
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Specificații

ISBN-13: 9780761913146
ISBN-10: 0761913149
Pagini: 280
Dimensiuni: 152 x 229 x 15 mm
Greutate: 0.37 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Seria SAGE Series in Public Relations

Locul publicării:Thousand Oaks, United States

Cuprins

Introduction
PART ONE: STRATEGIC PLANNING CULTURES
The Making of Strategic Planning Cultures
The Role of Integrated Communication Planning
PART TWO: INTEGRATED PLANNING PROCESSES
Writing the Strategic Communication Plan (Multiyear or Annual)
Writing the Multiyear or Annual Operational and Work Plans
Writing the Communication Support Plan
Planning for Special Events, Campaigns and Issues
Writing the Contingency Plan for Crises
COMMUNICATION THEORIES: THE FOUNDATION FOR PLANNING
Understanding the Psychology of Audiences
Beliefs, Attitudes, Values and Needs
The Bases of Source Credibility
Message Design
Perception, Cognition and Information Acquisition
Message Design
Theories of Persuasion
Choosing the Channel
Lessons Learned
PART FOUR: STRATEGIC PROCESSES
Strategic Approaches to Planning for Issues Management
Planning Cooperative Strategies
Partnering, Consulting and Negotiating

Descriere

The nature of the communicator's job has changed dramatically over the last decade. While communicators still prepare speeches, press releases and articles for corporate magazines, they are now being asked to perform managerial duties such as planning, consulting stakeholders and advising CEO's and vice presidents.
Communication Planning focuses on these additional responsibilities and examines the role of integrated planning in modern organizations. Sherry Ferguson's comprehensive study includes the theoretical foundations of communication planning and strategic approaches to planning for issues management.