Strategic Communication: Campaign Planning 3rd Edition By James Mahoney
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Strategic Communication: Campaign Planning 3rd Edition By James Mahoney

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299
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9.35 MB
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Digital PDF
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About this ebook
Strategic Communication: Campaign Planning (3rd Edition) by James Mahoney provides a structured, professional framework for researching, creating, executing, and assessing corporate communication strategies. Published by Routledge in 2023, it directly connects campaign planning to an organization's mid- and long-term business goals and issues management. [1, 2, 3]
Core Topics Covered
The textbook structures the campaign planning process through the following specific phases and chapters: [1, 2]
  • Foundations of Strategy: Explores the fundamental definition of strategic communication, how it operates in contemporary professional landscapes, and how it aligns with broader organization-wide business planning. [1, 2]
  • Research and Diagnostics: Covers methods for assessing an organization's specific communication needs, diagnosing baseline market visibility, and executing deep environment and issues analysis. [1, 2]
  • Audience Analysis: Breaks down target publics, stakeholder behavior, what audiences already know about the company, and why audience segmentation determines campaign success. [1, 2]
  • Campaign Direction: Focuses on "setting the compass" by defining specific, measurable communication goals and objectives. [1]
  • Message Development: Guides the creation of persuasive messaging and determines the exact volume and types of core themes to project. [1, 2]
  • Pathways and Tools: Differentiates between primary communication pathways (channels) and the physical or digital communication tools deployed to execute tactics. [1, 2]
  • Project Management: Handles operational constraints, budget construction, timeline logistics, and overall management of the communication plan. [1, 2]
  • Evaluation & Consulting: Introduces evaluation models (referred to as the "Gemini factor") to measure ROI, alongside methods for executive-level strategic communication counseling. [1, 2]
What is New to the 3rd Edition
If you are upgrading from an older version, this edition introduces specific enhancements: [1]
  • International Case Studies: Realistic, global scenarios that let you apply campaign theory to diverse corporate contexts.
  • "In Theory" Panels: Dedicated text breaks that connect tactical tasks directly to classical communication theories and frameworks.
  • Professional Exercises: Applied chapter challenges designed to help you construct your own functional campaign blueprint step-by-step. [1, 2, 3, 4]

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Topics

9781000889581 9781000889598 Audience Analysis: Breaks down target publics stakeholder behavior Campaign Direction: Focuses on "setting the compass" by defining specific measurable communication goals and objectives. classical communication theories and frameworks Evaluation & Consulting: Introduces evaluation models Gemini factor") to measure ROI Foundations of Strategy: Explores the fundamental definition of strategic communication International Case Studies: Realistic global scenarios ISBN-13: 978-1003317579 ISBN-13: 978-1032329734 ISBN-13: 978-1032329741 Message Development: Guides the creation of persuasive messaging Pathways and Tools: Differentiates between primary communication pathways (channels) Project Management: Handles operational constraints budget construction timeline logistics Research and Diagnostics: Covers methods for assessing an organization's specific communication needs
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