Chapter 3 Communication strategy and business planning
- Goal: To understand the link between business strategy and communication.
- Objectives: This chapter will help you to:
- Recognise the need to link an organisation’s business and communication strategies
- Understand how communication strategies reflect the organisation’s business directions
- Appreciate that strategic planning is a dynamic process.
- Principle: All communication activities support organisational goals.
- Planning: Preparing a strategic communication plan follows a specific process.
- Practice: Communication strategists ground their plans in the organisation’s business plan.
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