Principles of strategic communication
"Designed to support the paradigm shift in media and communication, this book presents the basic tenants 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 s...
| Otros Autores: | , , , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York :
Routledge
[2021]
|
| Edición: | 1st ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009669529306719 |
Tabla de Contenidos:
- 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.
