Strategic communication in Canada : planning effective PR campaigns

"Strategic Communication in Canada prepares aspiring PR professionals to think strategically as they plan and create campaigns. Using a communication planning framework developed and refined over 20 years, the author introduces readers to the key strategic elements that must be explored and considered as a plan is developed and implemented. Readers will learn how to be strategic when selecting their goals and objectives, when identifying the audiences they need to reach and engage, when pinpointing the most powerful resources they can deploy as well as the weakest resources they will need to improve, and when scanning the external environment to identify opportunities and threats. Students will benefit from the decades of experience the author brings and the step-by-step approach to strategic planning that is presented in this book. Finally, the book proposes a new analogy for strategy - rather than rely on the well-worn analogies of sport and military battles, the author proposes that strategic communication and PR campaigns are more like gardening. Small introductory texts at the start of each chapter draw attention to how the specific stages of strategic planning are connected to the art and science of attracting and nurturing certain species of plants and animals."--