Principles of strategic communication / Derina Holtzhausen, Jami A. Fullerton, Bobbi Kay Lewis and Danny Shipka.

Format:

Book

Author/Creator:

Holtzhausen, Derina Rhoda, author.

Fullerton, Jami A., 1963- author.

Lewis, Bobbi Kay, 1970- author.

Shipka, Danny, 1967- author.

Language:

English

Subjects (All):

Business communication.

Advertising.

Marketing.

Public relations.

Physical Description:

1 online resource (xix, 341 pages) : color illustrations

Edition:

1st ed.

Place of Publication:

New York : Routledge, [2021]

Summary:

"Designed to support the paradigm shift in media and communication, this book presents the basic tenants of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice. Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs. The accompanying online resources feature chapter summaries, useful links to examples of strategic communication in action, suggested further reading, and practice test questions. Instructors will find an instructor's resource manual that includes sample syllabi, class activities, lecture topics, and a test bank"-- Provided by publisher.

Designed to support the paradigm shift in media and communication, this book presents the basic tenets of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications.Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice.Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs.

Contents:

Preface

1 Introduction to the Theory of Strategic Communication

Learning Outcomes

What Is Strategic Communication?

Why and How We Use Strategic Communication

Agents and Domains of Practice

What Is Communication?

Strategic Communication Theory

Summary

Discussion Questions

2 Careers in Strategic Communication

"So, What Are You Going to Major In?"

Career Paths, Specializations and Skills

Getting the Job

Adulting After College

3 The Concept of Strategy

Understanding the Concept of Strategy

Steps in the Strategic Planning Process

The Role of Communication in Strategic Planning

The Role of Stakeholder Communication in the Strategic Planning Process

4 The Three Management Levels of Strategic Communication

The Three Levels of Strategic Communication

The Impact of Macro-Level Sectors on Strategic Communication

Organizational (Meso-) Level Factors

Communication (Micro-) Level Factors

5 Ethics and Societal Issues in Strategic Communication

A Challenging Balance

Ethics and Why They Matter

Professional Codes of Ethics

Social Impact of Strategic Communication

Regulation of Strategic Communication

6 Research

The First Step in Strategic Communication

Why Do We Need Strategic Communication Research?

Ways of Knowing

The Strategic Communication Research Process

7 Strategic Communication Planning

Making a Plan

Strategic Planning

Outside-In Planning.

Objectives, Strategies and Tactics

8 Stakeholders

Stakeholders

Who Are Stakeholders?

Segmentation

Consumer Behavior

Stakeholders and Their Diverse Nature

9 Message Tactics

Messaging

Developing a Message Strategy

The Five C's of Storytelling

The Creative Brief

Executing the Message Strategy

10 Traditional Media

What Is Media?

Different Types of Media

Integrating Media

Traditional Media Classifications

11 Evolving Media

Introduction

Traditional Media and Technology

Digital Media Giants and Their Impact on Legacy Media

How to Leverage Evolving Media in Strategic Communication

12 Branding

Brand Elements

Creating Brand Image

Managing the Brand

13 Strategic Communication Campaigns

The Campaign Process

Elements of a Campaign Plans Book

Campaign Budgeting

Campaign Timelines

Campaign Evaluation

Glossary.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781003002048

1003002048

9781000398434

1000398439

OCLC:

1255233866