The Communication Plan - Second Edition
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The Communication Plan - Second Edition
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by Lester R. Potter, ABC
Create a complete communication strategy for your organization or client with Les Potter's industry-tested techniques. His 10-step planning process centers on five elements applicable to any organization, big or small. Straightforward examples illustrate how to apply his strategies, and make Potter's wisdom and insight easily transferable to your specific situation. This invaluable second edition is IABC's all-time most popular resource and a must for any business communicator's library.
For over 30 years, Les Potter has improved business operations with innovative interventions for companies like Blue Cross and Blue Shield, the American Red Cross, Towers Perrin, Century Telephone and others. Potter currently teaches at the Department of Mass Communication and Communication Studies at Towson University in Marylan.
This definitive guide to communication planning is available in print or PDF format and includes:
- The basics of organizational strategic planning and the critical component of communication.
- Techniques for evaluating and measuring communication programs.
- Potter's 10-step process utilizing five basics of communication planning—issues, audience, message, media and evaluation.
- Examples that can be directly applied to your own communication planning.
Details: 402 pages
©2001
Table of Contents
Section One – Strategic Planning
Chapter 1: Introduction to Strategic Planning
Chapter 2: The Practice of Strategic Planning
Chapters 3–6: The Strategic Plan in Four Parts
- Part 1: Needs Analysis/Situational Audit
- Part 2: Environmental Scanning/Assumptions
- Part 3: Strategic Summary
- Part 4: Contingency Plans
Section Two – Strategic Communication Planning
Chapter 7: Strategic Communication Planning
Chapters 8–17: The Ten-Step Strategic Communication Plan
- Step 1: Executive Summary
- Step 2: The Communication Process
- Step 3: The Background
- Step 4: Situation Analysis
- Step 5: Overall Messages/Emerging Themes
- Step 6: Publics/Audiences/Stakeholders
- Step 7: Message(s) to Key Audiences
- Step 8: Implementation
- Step 9: Budget
- Step 10: Measurement and Evaluation
Section Three – Aligning Strategic Communication with Business Success
Chapter 18: Getting Results Business Leaders Demand
Appendix A: Gold Quill-Winning Case Studies
Appendix B: Sample Strategic Communication Plans
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