What's the strategy? Where's the plan? These are questions that can challenge any practitioner, particularly if time is short. Our guide and toolkit talks you through the steps and provides a framework for developing a communication strategy.
As guide author Ann Pilkington explains:
So the two steps are to conduct a strategic planning process, and then to write the plan. 'Think of your strategic approach as the golden thread that runs through your communication strategy linking everything together.'
Each step is explained using examples from practice and drawing on advice from the academic and practitioner literature.
As the author explains, a strategy may contain a plan but a plan does not amount to a strategy. All communicators are capable doers, but not all are strategic thinkers.
This guide complements others available for PR Place members:
Richard Bailey is editor of PR Place. He teaches and assesses undergraduate, postgraduate and professional students.