• MOOC coordinators Manuel Gértrudix Barrio & Rubén Arcos Martín
  • Content written by Rubén Arcos Martín
  • Multimedia design by Claudia Martín Carnerero-Lara
  • Visual Identity by Juan Romero Luis

Strategic communication as a process and strategic planning of communication

Strategic planning of communication, Publics/stakeholders analysis, RACE/ROPE Process, Communication tactics

Methodology and Resources

  • Arcos, Rubén (2016). “Public relations strategic intelligence: Intelligence analysis, communication and influence,” Public Relations Review 42 (2016): 264–270.
  • Botan, Carl (2009). “Grand Strategy, Strategy, and Tactics in Public Relations,” in Public Relations Theory II, edited by Carl Botan and Vincent Hazleton (Lawrence Erlbaum Associates): 223-248.
  • Broom, Glen. M., & Sha, Bey-Ling. (2013). Cutlip and Center’s effective public relations (11th, ed.). Upper Saddle River, NJ: Pearson.
  • Cutlip, Scott. M., & Center, Allen. H. (1964). Effective public relations (3rd. ed.). Englewood Cliffs, NJ: Prentice-Hall.
  • Farwell, James P. (2012). Persuasion and power: the art of strategic communication. Washington DC: Georgetown University Press.
  • Fleisher, Craig. S. and Bensoussan, Babette. E. (2003). Strategic and competitive intelligence analysis: methods and techniques for analyzing business competition. UpperSaddle River, NJ: Pearson.
  • Freeman, R. Edward (1984). Strategic management: a stakeholder approach. Marshfield, MA: Pitman Publishing.
  • Glynn, Carroll; Herbst, Susan; Lindeman, Mark; O’Keefe, Garrett; Saphiro, Robert Y. (2016). Public Opinion, Third edition. Boulder: Westview Press.
  • Gregory, Anne (2004). Planning and Managing Public Relations Campaigns. Second edition. London: Kogan Page.
  • Grunig, James E. and Hunt, Todd (2003) [1984]. Dirección de relaciones públicas, Edición adaptada de Jordi Xifra. Barcelona: Gestión 2000.
  • Dozier, David M. and Ehling, William P. (2008). “Programs: what the literature tells us about effects,” in Excellence in public relations and communication management, edited by James E. Grunig with David M. Dozier et al. (New York: Routledge Communication Series): 159-183. Kindle edition
  • NATO (2011). NATO Military Public Affairs Policy (MC 0457/2, February 2011).
  • Paul, Christopher (2011). Strategic communication: Origins, concepts, and current debates. Santa Barbara. CA: Praeger.
  • PRSA Universal Accreditation Board (2018). Study Guide for the Examination for Accreditation in Public Relations, Fifth Edition.
  • Smith, Ronald D. (2017). Strategic Planning for Public Relations, Fifth Edition. New York: Routledge.
  • Wilcox, Dennis L.; Cameron, Glen T.; Xifra, J. (2012). Relaciones públicas: estrategias y tácticas, 10 Edición. Madrid: Pearson.