Strategic Communication in Canada: Planning Effective PR Campaigns
- ISBN-10
- 1773380761
- ISBN-13
- 9781773380766
- Category
- Business & Economics
- Pages
- 254
- Language
- English
- Published
- 2018-07-06
- Publisher
- Canadian Scholars’ Press
- Author
- Bernard Gauthier
Description
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.
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