book

Principles of Strategic Communication

by Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis, Danny Shipka

July 2021

Beginner

362 pages

13h 31m

English

Routledge

Read now

Unlock full access

Learning OutcomesWhat Is Strategic Communication?Why and How We Use Strategic CommunicationAgents and Domains of PracticeWhat Is Communication?Strategic Communication TheorySummaryDiscussion Questions
Learning Outcomes“So, What Are You Going to Major In?”Career Paths, Specializations and SkillsGetting the JobAdulting After CollegeSummaryDiscussion Questions

Learning OutcomesUnderstanding the Concept of StrategySteps in the Strategic Planning ProcessThe Role of Communication in Strategic PlanningThe Role of Stakeholder Communication in the Strategic Planning ProcessSummaryDiscussion Questions
Learning OutcomesThe Three Levels of Strategic CommunicationThe Impact of Macro-Level Sectors on Strategic CommunicationOrganizational (Meso-) Level FactorsCommunication (Micro-) Level FactorsSummaryDiscussion Questions
Learning OutcomesA Challenging BalanceEthics and Why They MatterProfessional Codes of EthicsSocial Impact of Strategic CommunicationRegulation of Strategic CommunicationSummaryDiscussion Questions
Learning OutcomesThe First Step in Strategic CommunicationWhy Do We Need Strategic Communication Research?Ways of KnowingThe Strategic Communication Research ProcessSummaryDiscussion Questions
Learning OutcomesMaking a PlanStrategic PlanningOutside-In PlanningObjectives, Strategies and TacticsSummaryDiscussion Questions
Learning OutcomesStakeholdersWho Are Stakeholders?SegmentationConsumer BehaviorStakeholders and Their Diverse NatureSummaryDiscussion Questions
Learning OutcomesMessagingDeveloping a Message StrategyThe Five C’s of StorytellingThe Creative BriefExecuting the Message StrategySummaryDiscussion Questions
Learning OutcomesWhat Is Media?Different Types of MediaIntegrating MediaTraditional Media ClassificationsSummaryDiscussion Questions
Learning OutcomesIntroductionTraditional Media and TechnologyDigital Media Giants and Their Impact on Legacy MediaHow to Leverage Evolving Media in Strategic CommunicationSummaryDiscussion Questions
Learning OutcomesIntroductionBrand ElementsCreating Brand ImageManaging the BrandSummaryDiscussion Questions
Learning OutcomesIntroductionThe Campaign ProcessElements of a Campaign Plans BookCampaign BudgetingCampaign TimelinesCampaign EvaluationSummaryDiscussion Questions

Overview

Marking a paradigm shift in the field, this book presents the basic tenets of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. It is a core text for undergraduate students in strategic communication courses in media, communication, marketing, and advertising programs.

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.

Start your free trial

Strategic Communication, 3rd Edition

James Mahoney

Organizational Culture and Leadership, 5th Edition

Edgar H. Schein, Peter Schein

The Art and Science of Communication: Tools for Effective Communication in the Workplace

P.S. Perkins, Les Brown

Business Communication, 3rd Edition

P. D. Chaturvedi

Publisher Resources

ISBN: 9781000398434