The Communication Plan
 |
The Communication Plan
|
The Heart of Strategic Communication
Third Edition
by Lester R. Potter, ABC
Achieve measurable results and thrive in a competitive atmosphere with strategic planning. The third edition of IABC's all-time most popular title will equip you with the skills you need to plan for any project. Learn from industry veteran Les Potter and create a complete communication strategy with his time-tested techniques. A revised, eight-step process centers on four elements applicable to any organization, big or small. Straightforward case studies blend with Potter's wisdom and insight to help with your specific situation.
Accredited by IABC for over 30 years, Les Potter has improved business operations with innovative interventions at 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, Maryland.
This definitive guide to communication planning is available in print or PDF format and includes:
- An eight-step process building on needs analysis, environmental scanning, a strategic summary and contingency planning.
- Worksheets and exercises to build your plan.
- Communication program evaluation and measurement techniques.
- Compelling case studies.
Details: Ring-bound manual with CD
164 pages, ©2008
Listen to an interview with Les Potter on Cafe2Go.
Table of Contents
SECTION ONE: STRATEGIC PLANNING
1. INTRODUCTION TO STRATEGIC PLANNING
About This Manual
The Background
A Buzzword Demystified
References
2. THE PRACTICE OF STRATEGIC PLANNING
Case Study: A small firm’s use of formal strategic planning
Where to Begin?
Planning to Plan
Developing a Strategic Mind-Set
References
3. THE STRATEGIC PLAN IN FOUR PARTS: PART ONE
Key Elements of Part 1: Needs analysis
What Is Your Current Situation?
History
Products/Services
Market Segmentation
Function
Role in Your Trade Area
Performance Indicators
Driving Force
Competition Analysis
Mission Statement
References
4. THE STRATEGIC PLAN IN FOUR PARTS: PART TWO
Key Elements of Part 2: Environmental scanning/assumptions
Putting the Antennae Up
Values and Corporate Culture
Case Study: The role of corporate values
References
5. THE STRATEGIC PLAN IN FOUR PARTS: PART THREE
Key Elements of Part 3: Strategic summary
Putting It All Together
Performance Audit
SWOT Analysis
Competitive Advantages and Disadvantages
Goals and Objectives
Strategies
Tactics
Measurement of Results
References
6. THE STRATEGIC PLAN IN FOUR PARTS: PART FOUR
Key Elements of Part 4: Contingency plans
The Proverbial Plan B
Planning for Contingencies
References
SECTION TWO: WRITING A STRATEGIC COMMUNICATION PLAN
7. STRATEGIC COMMUNICATION PLANNING
Back to Basics
What Is a Communication Plan?
What Does a Communication Plan Look Like?
How Long a Time Period Should the Plan Cover?
Developing a Strategic Communication Plan Step by Step
References
8. THE EIGHT-STEP STRATEGIC COMMUNICATION PLAN: STEP ONE
The Executive Summary: Your first shot at approval
References
9. THE EIGHT-STEP STRATEGIC COMMUNICATION PLAN: STEP TWO
The Communication Process: Training the non-communicators
References
10. THE EIGHT-STEP STRATEGIC COMMUNICATION PLAN: STEP THREE
The Background Information: How did we get here?
A Background Worksheet
References
11. THE EIGHT-STEP STRATEGIC COMMUNICATION PLAN:
STEP FOUR
Situation Analysis: Establishing cause and effect
Interview Guide
Publics/Audiences/Stakeholders
SWOT Analysis
A Situation Analysis Worksheet
References
12. THE EIGHT-STEP STRATEGIC COMMUNICATION PLAN:
STEP FIVE
The Strategic Summary: How your plan will address the issues
Examples of Goals and Their Objectives
A Discussion of Strategy
Message Strategy: What is a message anyway?
What Leaders Really Do
References
13. THE EIGHT-STEP STRATEGIC COMMUNICATION PLAN:
STEP SIX
Scheduling Tactical Activity for Effective Management
Example of a Typical Gantt Chart
Action Plans
References
14. THE EIGHT-STEP STRATEGIC COMMUNICATION PLAN:
STEP SEVEN
Budget: Determine the cost to know the value
A Budget Worksheet
References
15. THE EIGHT-STEP STRATEGIC COMMUNICATION PLAN:
STEP EIGHT
Evaluating Relationships
Examples of How to Measure and Evaluate Communication Programs
An Evaluation Worksheet
References
16. GETTING THE RESULTS BUSINESS LEADERS DEMAND
The Alignment Matrix
Some Closing Thoughts About Strategic Communication Planning
APPENDIX
ABOUT THE AUTHOR
|
