Principles of Strategic Communication

2. Auflage 2025
ISBN: 978-1-032-62628-4
Verlag: Taylor & Francis Ltd

Buch, Englisch, 380 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 453 g

Now in a second edition, this book introduces students to the theories of strategic communication and their application to everyday practice.

Key updates to the second edition include the use of artificial intelligence in the practice of strategic communication and a focus on health communication and crisis communication in the wake of a global pandemic, personal branding, social responsibility in an era of disinformation and the addition of models for ethical decision-making. It also features a completely updated chapter on new media and media metrics. Each chapter includes introductory learning outcomes, updated case studies, a career profile of a current practitioner, end-of-chapter discussion questions and boxes that highlight theory and research, as well as the strategic communication industry insights.

Principles of Strategic Communication, Second Edition 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 sample test questions. Instructors will find an instructor’s resource manual that includes sample syllabi, class activities, lecture topics and a test bank. New to this edition are PowerPoint slides for each chapter. Please visit www.routledge.com/9781032626284 to access these materials.

Zielgruppe

Postgraduate, Undergraduate Advanced, and Undergraduate Core

Autoren/Hrsg.

Lewis, Bobbi Kay

Holtzhausen, Derina

Fullerton, Jami

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

1. Introduction to the Theory of Strategic Communication  2. The Concept of Strategy  3. The Three Management Levels of Strategic Communication  4. Ethics and Societal Issues in Strategic Communication 5. Research 6. Strategic Communication Planning 7. Stakeholders 8. Message Tactics 9. Traditional Media 10. Evolving Media 11. Branding 12. Strategic Communication Campaigns 13. Careers in Strategic Communication

Über Autor(innen)

Derina Holtzhausen is Professor Emerita in the College of Fine Arts & Communication at Lamar University, Texas, USA.

Jami A. Fullerton is Professor in the School of Media and Strategic Communication, Associate Dean and Director of Academic Programs in the School of Global Studies, and Lawrence L. Boger Chair in International Studies at Oklahoma State University, USA.

Bobbi Kay Lewis is Associate Dean in the College of Arts and Sciences at Oklahoma State University, USA.