Strategic Communication in Canada
Planning Effective PR Campaigns
Informed by decades of agency experience, Bernard Gauthier prepares aspiring public relations students to think strategically as they plan and create campaigns. Strategic Communication in Canada is structured around the two major phases of developing communication strategy. In the first half of the book, readers will be taken through the main phases of conducting a situation analysis – a prerequisite to developing strategy. In part two, readers will move from raw materials to finished, polished strategy. Readers will then use a planning model to help organize knowledge and draw conclusions.
This easy-to-follow text features ten chapters packed with practical advice and study tools such as learning objectives, key terms and concepts, and critical reflection questions. Strategic Communication in Canada is an essential, to-the-point read for students studying public relations and marketing communication; business strategy; and journalism and public affairs.
Number of Pages
6.75" x 9.75”
eBook – Fixed Layout ISBN
eBook – Reflowable ISBN
—Dr. Terence Flynn, Department of Communication Studies and Multimedia, McMaster University
—Karen Dalton, APR, FCPRS (H), Executive Director, Canadian Public Relations Society