Principles of Strategic Communication

Chapter 7Strategic Communication Planning

Learning Outcomes

At the end of this chapter, you should be able to do the following:

• Be aware of the steps in strategic planning.
• Understand the elements of a situation analysis and create one on your own.
• Know how a SWOT analysis can impact the strategy and operations of an organization.
• Write an objective.
• Know the toolbox that strategic communicators use to execute strategies and tactics.

Chapter Opening Vignette

Request for Proposal at Saxum Public Relations Agency

“There’s plenty of time, no need to rush.” If you think this is what every strategic communicator thinks when they receive a Request for Proposal (RFP) from a new client, then you’d be wrong. What they are probably thinking is ...