June 2023
Beginner
298 pages
9h 1m
English
Content preview from Strategic Communication, 3rd Edition
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Chapter 9 Reaching target publics The role of communication pathways
- Goal: To learn about the role of communication pathways in a strategic plan are the methods used to reach target publics with messages.
- Objectives: This chapter will help you to:
- Understand how communication pathways help deliver messages to target publics
Identify appropriate communication pathways for specific target publics
- Appreciate the diversity in the ways in which people access information.
- Understand how communication pathways help deliver messages to target publics
- Principle: Communication pathways must reflect the ways in which target publics prefer to access information.
- Practice: Communication pathways are channels for achieving objectives.
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