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Developing communications strategy

Steve Tibbie

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 February 1997

2127

Abstract

The PR industry acknowledges that strategy should be an integral part of its communications programmes. Often (perhaps generally), however, this acknowledgement amounts to little more than lip‐service. This paper looks at some possible definitions of ‘strategy’ (to help us find its place within the communications planning process), identifies some tools and processes to help drive communications strategy forwards and looks at ways of embedding strategy within a planning cycle.

Keywords

Citation

Tibbie, S. (1997), "Developing communications strategy", Journal of Communication Management, Vol. 1 No. 4, pp. 356-361. https://doi.org/10.1108/eb023438

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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