Book description
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.
The accompanying online support material features chapter overviews, learning outcomes, key terms, discussion questions, and links/additional reading. Instructors will find sample syllabi and a test bank. Please visit www.routledge.com/9780367426316.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication Page
- Contents
- About the Authors
- Preface
- 1 Introduction to the Theory of Strategic Communication
- 2 Careers in Strategic Communication
- 3 The Concept of Strategy
- 4 The Three Management Levels of Strategic Communication
- 5 Ethics and Societal Issues in Strategic Communication
- 6 Research
- 7 Strategic Communication Planning
- 8 Stakeholders
- 9 Message Tactics
- 10 Traditional Media
- 11 Evolving Media
- 12 Branding
- 13 Strategic Communication Campaigns
- Glossary
- Index
Product information
- Title: Principles of Strategic Communication
- Author(s):
- Release date: July 2021
- Publisher(s): Routledge
- ISBN: 9781000398434
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