Engaging ideas, transforming minds
Engaging ideas, transforming minds
244 pages
6.75 x 9.75 inches
August 2018
Print ISBN: 9781773380766
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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.

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Table of Contents

Introduction: Setting the Stage for Strategic Communication Planning

Chapter One: Identifying the Changes You Seek
Chapter Two: Identifying the Key Audiences
Chapter Three: Assessing Your Communication Resources
Chapter Four: Scanning the External Environment

Chapter Five: From Information to Insight
Chapter Six: Strengths, Weaknesses, and Strategy
Chapter Seven: Opportunities, Threats, and Strategy
Chapter Eight: Presenting the Strategy
Chapter Nine: From Strategy to Action Plan
Chapter Ten: Evaluating Strategic Communication Campaigns

Epilogue: Reflecting on Ethics and Strategic Communication
Appendix A: Glossary
Appendix B: Case Study
Appendix C: Tactic Table Template

Bernard Gauthier

Bernard Gauthier is a Professor and Program Coordinator of the Bachelor of Public Relations program at Conestoga College, Doon Campus.

Instructor Resources

This instructor's manual is rich in pedagogical features that include:

  • Chapter-focused questions
  • Final exam questions

See sample

Student Resources

General Student Resource - Download