Book description
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.
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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