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Article
Publication date: 1 February 1997

Steve Tibbie

The PR industry acknowledges that strategy should be an integral part of its communications programmes. Often (perhaps generally), however, this acknowledgement amounts to little…

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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.

Details

Journal of Communication Management, vol. 1 no. 4
Type: Research Article
ISSN: 1363-254X

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