Communication Planning: An Integrated Approach

Sherry Devereaux Ferguson

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Public Relations and Crisis Communication Marketing and Advertising Strategies Communication Studies and Media

Abstract

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 for Issues Management Planning Cooperative Strategies Partnering, Consulting and Negotiating

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