Chapter 4 Elements of a communication strategy

DOI: 10.4324/9781003317579-5

  • Goal: To understand the elements of a strategic communication plan.
  • Objectives: This chapter will help you to:
    • Learn the strategic communication framework

      Familiarise yourself with the terminology used to describe strategy elements

    • Be aware of the similarities and differences between advertising, marketing communication and public relations strategic plans.
  • Principle: Successful strategic communication planning is based on both theoretical and practical principles.
  • Practice: Professional practitioners apply a framework to plan strategic communication.

Practitioners in each of the major professional communication disciplines—advertising, marketing communication ...

Get Strategic Communication, 3rd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial