Planning for Strategic Communication: A workbook for applying social theory to professional practice

Planning for Strategic Communication is a teaching aid and student workbook designed to supplement instruction for students learning to write plans for strategic communication scenarios. It was created to serve as a workbook for practical application accompanying Ihlen, van Ruler, & Fredriksson's Public Relations & Social Theory (Routledge, 2009). The workbook offers instruction in conducting analysis of strategic communication and offering suggestions for improved practice. This workbook is the result of years of teaching and consulting experience, and time spent mentoring students in the writing of communication plans that have impact. In the world of strategic communication, clients are becoming leery of the increasing number of entrepreneurs masquerading as consultants. Many search for consultants who can bring true knowledge and innovation to their work. Therefore, as consultants, our job is to become not only artists of beautiful plans, but scientists that root our plans in theory and endeavor to test the results.