1. What this book is about
A note of caution
How the chapters work
A strategic communication plan framework
Choosing a topic for your strategic plan project
What next?
2. The nature of strategic communication
Issues analysis and management
Issues-management process
Issues and strategy
The external environment
Strategic communication
Some definitions
What drives strategic communication?
Reputation, values, relationships and change
Strategic communication leadership
Communicating about issues
Communicating in three horizons
Aligning strategic communication with the three horizons
3. Communication strategy and business planning
Strategic directions
Strategic communication and organisational structures
Specialist practice and strategic communication
High-level decision-making
Following the genetic code
Building relationships with senior executives
Time out: On the importance of theory
4. Elements of a communication strategy
How many strategies can one organisation have?
Elements of a strategic communication plan
The never-ending puzzle of the naming thing
Communication strategies and the market and non-market environments
And now to politics
Aligning political issues, horizons and strategic communication
Linking planning to evaluation
5. Analysing organisational communication needs
Starting the planning process
Understanding context
Context and environmental scanning
Identifying and analysing issues
An approach to identifying issues
Using research in strategic communication
Keeping on track
Research for strategic communication
Writing a situation analysis
Using a SWOT analysis
Assessing issues
Time out: An issues management database
Issues analysis and the three-horizons approach
6. Why target publics matter
Who are target publics?
From stakeholders to publics
Some people like footy; others detest it
Categories of target publics
Traditional and non-traditional publics
What do target publics already know about the organisation?
On inclusiveness
7. Setting the compass: Communication goals and objectives
Effective goals and objectives
Defining communication goals and objectives
Communication goals, objectives and corporate strategy
Planning and writing meaningful goals
Planning measurable objectives
Writing objectives
Goals, objectives and planning horizons
Time out: On intercultural communication
8. Planning effective messages
The importance of messages
What are messages?
Relevance and truth
Messages, strategies and tactics
How many messages?
Theoretical paradigms that help message design
Informative messages
Persuasive messages
Message teamwork
9. Reaching target publics: The role of communication pathways
Defining communication pathways
Using communication pathways
Considerations for communication pathways
Uncontrolled media
Interpersonal media
Controlled media
Interactive (social) media
Special events
Sponsorship
Building alliances
Reach, impact and control
10. Communication tools: The things we do
Planning communication tools
Which pathways and tools?
Matching pathways and tools
Tools in practice
Using your ability to be creative
Time out: On applying professional practice skills to strategy
11. Managing a strategic communication plan
A communication plan’s implementation section
Using information
About budgets
Consultancy budgets and charging
What is in a budget?
Using checklists
Variations on a theme
Working with consultants
Working the system
Time out: Planning pathways and tools
12. Evaluating strategic communication plans
Why evaluate?
Practitioner views
What needs to be measured?
Research methodology
Evaluating media coverage
Making an evaluation work
Writing an evaluation plan
Evaluating an entire strategic communication plan
Evaluation puzzles
Time out: A strategic communication plan checklist
13. Strategic communication counselling
The communication counsellor’s role
Professional practice: Venus or Mars?
Doing the job
Counselling for the non-market environment
A sense of achievement
A reflection
