Principles of Strategic Communication

by Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis, Danny Shipka

Overview

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 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. Please visit www.routledge.com/9780367426316.

Product Details

ISBN-13:	9780367426316
Publisher:	Taylor & Francis
Publication date:	07/09/2021
Pages:	362
Product dimensions:	7.00(w) x 10.00(h) x (d)

About the Author

Derina Holtzhausen is Professor and Dean of the College of Fine Arts & Communication at Lamar University, USA.

Jami A. Fullerton is Professor in the School of Global Studies and Peggy Layman Welch Chair in Strategic Communications at Oklahoma State University, USA.

Bobbi Kay Lewis is Associate Dean in the College of Arts and Sciences and Associate Professor in the School of Media & Strategic Communications at Oklahoma State University, USA.

Danny Shipka was Associate Professor in the School of Media & Strategic Communications at Oklahoma State University, USA.

Table of Contents

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

Editorial Reviews

"Principles of Strategic Communication is a thrilling new text that introduces students to the emerging field of strategic communication grounded in both theory and practice. It emphasizes strategic decision-making and execution based on research and planning. Real-life case studies and industry insights include international examples, exposing students to diverse ways of thinking and problem-solving. Overall, this book presents the field of strategic communication as an exciting and rewarding career choice for the next generation of professional communicators."

Frauke Hachtmann, University of Nebraska-Lincoln, USA

“This textbook provides a thorough and thoughtful introduction to strategic communication. It helps students to understand key concepts, apply them to practical challenges, and build a career in the field. The integrated approach and fresh case studies set the book apart. A fundamental work that many scholars worldwide have been waiting for—highly recommended.” 

Ansgar Zerfass, Leipzig University, Germany

"Principles of Strategic Communication is a thrilling new text that introduces students to the emerging field of strategic communication grounded in both theory and practice. It emphasizes strategic decision-making and execution based on research and planning. Real-life case studies and industry insights include international examples, exposing students to diverse ways of thinking and problem-solving. Overall, this book presents the field of strategic communication as an exciting and rewarding career choice for the next generation of professional communicators."

Frauke Hachtmann, University of Nebraska-Lincoln, USA

“This textbook provides a thorough and thoughtful introduction to strategic communication. It helps students to understand key concepts, apply them to practical challenges, and build a career in the field. The integrated approach and fresh case studies set the book apart. A fundamental work that many scholars worldwide have been waiting for—highly recommended.”

Ansgar Zerfass, Leipzig University, Germany

From the Publisher