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Developing communications strategy

Developing communications strategy The PR industry acknowledges that strategy should be an integral part of its communications programmes. Often perhaps generally, however, this acknowledgement amounts to little more than lipservice. This paper looks at some possible definitions of strategy to help us find its place within the communications planning process, identifies some tools and processes to help drive communications strategy forwards and looks at ways of embedding strategy within a planning cycle. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Developing communications strategy

Tibbie, Steve
Journal of Communication Management , Volume 1 (4): 6 – Feb 1, 1997
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1363-254X
DOI
10.1108/eb023438
Publisher site
See Article on Publisher Site

Abstract

The PR industry acknowledges that strategy should be an integral part of its communications programmes. Often perhaps generally, however, this acknowledgement amounts to little more than lipservice. This paper looks at some possible definitions of strategy to help us find its place within the communications planning process, identifies some tools and processes to help drive communications strategy forwards and looks at ways of embedding strategy within a planning cycle.

Journal

Journal of Communication Management – Emerald Publishing

Published: Feb 1, 1997

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