Communication Planning: An Integrated Approach

by Sherry Devereaux Ferguson

Book Overview

The nature of the communicator′s job has changed dramatically over the last decade. While communicators still prepare speeches, press releases and articles for corporate magazines, they are now being asked to perform managerial duties such as planning, consulting stakeholders and advising CEO′s and vice presidents.

Communication Planning

focuses on these additional responsibilities and examines the role of integrated...

• Format: Paperback
• Language: English
• ISBN: 0761913149
• ISBN13: 9780761913146
• Release Date: August 1999
• Publisher: Sage Publications, Inc
• Length: 280 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.6" x 6.1" x 9.1"

Customer Reviews

Good!

This book about communicative strategy from a positions of PR. It is the basic book about communicative planning and an establishment of the communication strategic goals, but if you design strategy of the communications it is necessary to look papers from a position of the general management.

A step-by-step guide for successful implementation

This book gives the best guide on how to plan strategy, operations and work for communication ventures. I would put this in the "public relations best practices" category, unlike other texts or practices, this puts the communication professional in touch with the hardcore business players in their corporations or their clients' professional team of executives. It is helping me a lot stating in the proper words, what my client should be doing in terms of communication, to achieve its business goals. This has also helped me in getting more customer satisfaction for what I do.

This is an author review by Sherry Devereaux Ferguson.

The nature of the communicator's job has shifted dramatically in the last decade. While communicators still prepare speeches, press releases, and articles for corporate magazines, they are now being asked to perform managerial duties, including planning, consulting with stakeholders, and advising CEOs and vice presidents. With these additional responsibilities as a focus, Communication Planning takes a comprehensive approach to examining the role of integrated planning in modern organizations. Author Sherry Ferguson divides the book into four parts: 1) establishing strategic planning cultures, 2) writing different types of communication plans, 3) theoretical foundations of communication planning, and 4) strategic approaches to planning for issues management and crisis management. This book breaks new ground in the study of organizational communication and public relations andcontains essential information for consultants, practitioners, and students.

This is an author review by Sherry Devereaux Ferguson.

The nature of the communicator's job has shifted dramatically in the last decade. While communicators still prepare speeches, press releases, and articles for corporate magazines, they are now being asked to perform managerial duties, including planning, consulting with stakeholders, and advising CEOs and vice presidents. With these additional responsibilities as a focus, Communication Planning takes a comprehensive approach to examining the role of integrated planning in modern organizations. Author Sherry Ferguson divides the book into four parts: 1) establishing strategic planning cultures, 2) writing different types of communication plans, 3) theoretical foundations of communication planning, and 4) strategic approaches to planning for issues management and crisis management. This book breaks new ground in the study of organizational communication and public relations and contains essential information for consultants, practitioners, and students.CONTENTS: Introduction \ PART ONE: STRATEGIC PLANNING CULTURES \ The Making of Strategic Planning Cultures \ The Role of Integrated Communication Planning \ PART TWO: INTEGRATED PLANNING PROCESSES \ Writing the Strategic Communication Plan (Multiyear or Annual) \ Writing the Multiyear or Annual Operational and Work Plans \Writing the Communication Support Plan: Planning for Special Events, Campaigns and Issues \ Writing the Contingency Plan for Crises \COMMUNICATION THEORIES: THE FOUNDATION FOR PLANNING \ Understanding the Psychology of Audiences: Beliefs, Attitudes, Values and Needs \ The Bases of Source Credibility \ Message Design: Perception, Cognition and Information Acquisition \ Message Design: Theories of Persuasion \ Choosing the Channel: Lessons Learned \ PART FOUR: STRATEGIC PROCESSES \ Strategic Approaches to Planning forIssues Management \ Planning Cooperative Strategies: Partnering,Consulting and Negotiating