Principles of Strategic Communication

Description

Cover Half Title Title Page Copyright Page Dedication Page Contents About the Authors 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 Learning Outcomes “So, What Are You Going to Major In?” Career Paths, Specializations and Skills Getting the Job Adulting After College Summary Discussion Questions 3 The Concept of Strategy Learning Outcomes 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 Summary Discussion Questions 4 The Three Management Levels of Strategic Communication Learning Outcomes The Three Levels of Strategic Communication The Impact of Macro-Level Sectors on Strategic Communication Organizational (Meso-) Level Factors Communication (Micro-) Level Factors Summary Discussion Questions 5 Ethics and Societal Issues in Strategic Communication Learning Outcomes A Challenging Balance Ethics and Why They Matter Professional Codes of Ethics Social Impact of Strategic Communication Regulation of Strategic Communication Summary Discussion Questions 6 Research Learning Outcomes The First Step in Strategic Communication Why Do We Need Strategic Communication Research? Ways of Knowing The Strategic Communication Research Process Summary Discussion Questions 7 Strategic Communication Planning Learning Outcomes Making a Plan Strategic Planning Outside-In Planning Objectives, Strategies and Tactics Summary Discussion Questions 8 Stakeholders Learning Outcomes Stakeholders Who Are Stakeholders? Segmentation Consumer Behavior Stakeholders and Their Diverse Nature Summary Discussion Questions 9 Message Tactics Learning Outcomes Messaging Developing a Message Strategy The Five C’s of Storytelling The Creative Brief Executing the Message Strategy Summary Discussion Questions 10 Traditional Media Learning Outcomes What Is Media? Different Types of Media Integrating Media Traditional Media Classifications Summary Discussion Questions 11 Evolving Media Learning Outcomes Introduction Traditional Media and Technology Digital Media Giants and Their Impact on Legacy Media How to Leverage Evolving Media in Strategic Communication Summary Discussion Questions 12 Branding Learning Outcomes Introduction Brand Elements Creating Brand Image Managing the Brand Summary Discussion Questions 13 Strategic Communication Campaigns Learning Outcomes Introduction The Campaign Process Elements of a Campaign Plans Book Campaign Budgeting Campaign Timelines Campaign Evaluation Summary Discussion Questions Glossary Index