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Strategic Communication for Organizations elucidates the emerging research on strategic communication, particularly as it operates in a variety of organizational settings. This book, appropriate for both students and practitioners, emphasizes how theory and research from the field of communication studies can be used to support and advance organizations of all types across a variety of business sectors. Grounded in scholarship and organizational cases, this textbook: focuses on message design provides introductory yet comprehensive coverage of how strategy and message design enable effective organizational and corporate communication explores how theory and research can be synthesized to inform modern communication-based campaigns Strategic Communication for Organizations will help readers discuss how to develop, implement, and evaluate messages that are consistent with an organization’s needs, mission, and vision, effectively reaching and influencing internal and external audiences.
The nature of the communicator′s job has shifted dramatically in the last decade. While communicators still prepare speeches, press releases, and articles for corporate magazines, they are now being asked to perform managerial duties, including planning, consulting with stakeholders, and advising CEOs and vice presidents. With these additional responsibilities as a focus, Communication Planning takes a comprehensive approach to examining the role of integrated planning in modern organizations. Author Sherry Ferguson divides the book into four parts: 1) establishing strategic planning cultures, 2) writing different types of communication plans, 3) theoretical foundations of communication planning, and 4) strategic approach to planning for issues management. This book breaks new ground in the study of organizational communication and public relations and contains essential information for consultants, practitioners, and students.
Strategic Communication (Second Edition) deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing and implementing a communication strategy. This book links strategic communication campaign planningto business activities around short, medium and long-term needs and to how organisations deal with issues. The framework followed in Strategic Communication can be used for strategic planning in a range of specialisations including corporate communication; community relations; financial and investor relations; government relations and lobbying; internal communication; marketing communication and publicrelations. Readers will build their own strategic communication plan when working through the book, as each chapter covers how to plan a specific element of a communication strategy, exploring key principles and relevant theories. The second edition has been thoroughly updated to include contemporary cases and examples, additional theoretical and campaign planning material and is complemented by a range of features to support and reinforce learning.
From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: • the future of advertising in traditional media and how to judge the investment’s value in today’s results-driven marketing world • how to get the maximum impact out of digital media, including online searches, social media, and mobile phones • the importance of employing non-traditional media vehicles, such as marketing, PR, branded entertainment, and product placement.
The telecommunications industry is one of the most influential and significant global industries. As well as being fundamentally important to the health of the modern economy, it is going through a period of unprecedented change, facing a range of strategic challenges from globalization and cross-border alliances, to changing technologies and consu
This title was first published in 2001. This text explores the relationship between telecommunications strategic planning process (TSPP), the organization and the environment for developing an understanding of the idea of a national TSPP (NTSPP) in Thailand. The overall aim is to explore an understanding of an NTSPP by providing a detailed study of the strategic planning and practices of the Thai telecom regulators during the period from 1954 to 1996. It applies the strategic planning process principles to further the understanding of NTSPP in Thailand. By using the SPP framework, the study develops a theoretical TSPP framework for analyzing the underlying TSPP strategies within the national telecom regulators in Thailand. It also seeks to illustrate the limitations of the traditional strategic planning theory when applied to NTSPP. From a theoretical perspective, this book illustrates that a lack of formalization and consensus in Thailand's NTSPP is the fundamental backlog for the successful operation of its industry.
Strategic Communication: Principles and Practice guides students through the principles for planning, writing, and implementing strategic communication plans. It approaches strategic communication from how an organisation communicates across organisational endeavours. The emphasis is on the strategic application of communication and how an organisation functions to advance its mission.