Principles Of Strategic Communication

Author : Derina Holtzhausen,Jami Fullerton,Bobbi Kay Lewis,Danny Shipka
Publisher : Routledge
Page : 362 pages
File Size : 50,5 Mb
Release : 2021-07-08
Category : Business & Economics
ISBN : 9781000398403

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Principles of Strategic Communication by Derina Holtzhausen,Jami Fullerton,Bobbi Kay Lewis,Danny Shipka Pdf

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.

Author : Diane Lennard
Publisher : Routledge
Page : 182 pages
File Size : 55,9 Mb
Release : 2018-03-22
Category : Business & Economics
ISBN : 9781351863094

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Strategic Communication at Work by Diane Lennard Pdf

Strategic Communication at Work provides the reader with a practical approach to engaging in all types of communication—one-on-one, small group, and large group—to achieve intended results. The framework presented enables readers to make informed decisions that increase the effectiveness of their communication and enhance their credibility. Lennard presents the IMPACT Paradigm—Intending, Messaging, Presence, Attending, Connecting, and Together—in the first part of the book explaining the benefits of using a single framework for all strategic communication. The second part illustrates how to apply these principles and approach interactions with a purposeful mindset, express ideas congruently, and connect with others. The third part offers curated exercises for practicing communication skills, along with specific ways to integrate the paradigm into everyday communication interactions. The text’s clear and practical approach will appeal to graduate students of business communication, as well as instructors and professionals interested in improving their communication skills.

Author : James Mahoney
Publisher : OUP Australia & New Zealand
Page : 0 pages
File Size : 45,9 Mb
Release : 2012-11-22
Category : Business & Economics
ISBN : 0195576896

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Strategic Communication: Principles and Practice by James Mahoney Pdf

Strategic Communication: Principles and Practice guides students through the principles for planning, writing, and implementing strategic communication plans. It approaches strategic communication from how an organisation communicates across organisational endeavours. The emphasis is on the strategic application of communication and how an organisation functions to advance its mission.

Author : Sara LaBelle,Jennifer H. Waldeck
Publisher : University of California Press
Page : 367 pages
File Size : 41,5 Mb
Release : 2020-02-11
Category : Language Arts & Disciplines
ISBN : 9780520298521

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Strategic Communication for Organizations by Sara LaBelle,Jennifer H. Waldeck Pdf

Strategic Communication for Organizations elucidates the emerging research on strategic communication, particularly as it operates in a variety of organizational settings. This book, appropriate for both students and practitioners, emphasizes how theory and research from the field of communication studies can be used to support and advance organizations of all types across a variety of business sectors. Grounded in scholarship and organizational cases, this textbook: focuses on message design provides introductory yet comprehensive coverage of how strategy and message design enable effective organizational and corporate communication explores how theory and research can be synthesized to inform modern communication-based campaigns Strategic Communication for Organizations will help readers discuss how to develop, implement, and evaluate messages that are consistent with an organization’s needs, mission, and vision, effectively reaching and influencing internal and external audiences.

Author : John C. Besley,Anthony Dudo
Publisher : JHU Press
Page : 333 pages
File Size : 46,6 Mb
Release : 2022-09-27
Category : Medical
ISBN : 9781421444215

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Strategic Science Communication by John C. Besley,Anthony Dudo Pdf

What tactics can effective science communicators use to reach a wide audience and achieve their goals? Effective science communication—the type that can drive behavior change while boosting the likelihood that people will turn to science when faced with challenges—is not simply a matter of utilizing social media or employing innovative tactics like nudges. Even more important for success is building long-term strategic paths to achieve well-articulated goals. Smart science communicators also want to create communication opportunities to improve their own thinking and behavior. In this guidebook, John C. Besley and Anthony Dudo encapsulate their practical expertise in 11 evidence-based principles of strategic science communication. Among other things, science communicators, they argue, should strive to seem competent, warm, honest, and willing to listen. Their work should also convey a desire to make the world a better place. Highlighting time-tested methods for building rapport with an audience through several modes of communication, Besley and Dudo explain how to achieve each strategic objective. All scientific communication is goal-oriented, and Besley and Dudo discuss the importance of recognizing the right goals, then employing strategic and tactical communication in order to achieve them. Finally, they offer specific suggestions for how practitioners can evaluate the effectiveness of their communications (and in fact, build evaluation into their plans from the beginning). Strategic Science Communication is the first book to use social science to help scientists and professional science communicators become more evidence-based. Besley and Dudo draw on insightful research into the science of science communication to provide readers with an opportunity to think more deeply about how to make communication choices. This guidebook is essential reading for all professionals in the field.

Author : Betteke van Ruler,Iekje Smit,Øyvind Ihlen,Stefania Romenti
Publisher : Emerald Group Publishing
Page : 208 pages
File Size : 50,5 Mb
Release : 2017-11-03
Category : Business & Economics
ISBN : 9781787430143

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How Strategic Communication Shapes Value and Innovation in Society by Betteke van Ruler,Iekje Smit,Øyvind Ihlen,Stefania Romenti Pdf

Let’s Talk Society – and the society we ́re talking about is in transition to a green and sustainable society, an inclusive society, and an innovative and reflective society. What is our role as communication professionals in all of this? How can we foster public debate? This book addresses these challenges and offers some answers.

Author : James P. Farwell
Publisher : Georgetown University Press
Page : 306 pages
File Size : 45,8 Mb
Release : 2012-11-27
Category : Political Science
ISBN : 9781589019423

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Persuasion and Power by James P. Farwell Pdf

Now more than ever, in the arenas of national security, diplomacy, and military operations, effective communication strategy is of paramount importance. A 24/7 television, radio, and Internet news cycle paired with an explosion in social media demands it. According to James P. Farwell, a former political consultant, the US government's approach to strategic communication has been misguided. Persausion and Power stands apart for its critical evaluation of the concepts, doctrines, and activities that the US Department of Defense and Department of State employ for the art of strategic communication including psychological operations, military information support operations, propaganda, and public diplomacy. Farwell stresses that words, deeds, actions, and symbols may qualify as strategic communication and aim to mold or shape public opinion to influence behavior in order to attain specific objectives, advance interests, or—viewed from a military perspective—satisfy or create conditions that produce a desired end-state. He contends that a message that is true, consistent, and persuasive is more powerful than any deception. Persuasion and Power is a book about the art of strategic communication, how it is used, where, and why. Using historical examples, Farwell illustrates how its principles have made a critical difference throughout history in the outcomes of crises, conflicts, politics, and diplomacy across different cultures and societies. This insightful volume will help communications officers, policymakers, and students understand when, where, and how they can apply the principles of strategic communication to advance national security interests.

Author : Sandra Oliver
Publisher : Kogan Page Publishers
Page : 240 pages
File Size : 46,5 Mb
Release : 1997
Category : Business & Economics
ISBN : 0749423730

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Corporate Communication by Sandra Oliver Pdf

Oliver presents an academic commentary and literature review on theoretical concepts of integrated corporate communication, stressing the importance of two way communication and of developing a better understanding of the priorities of others.

Author : Jesper Falkheimer,Mats Heide
Publisher : Routledge
Page : 160 pages
File Size : 46,9 Mb
Release : 2018-01-19
Category : Business & Economics
ISBN : 9781317220299

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Strategic Communication by Jesper Falkheimer,Mats Heide Pdf

Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational communication and marketing communication into a holistic framework. The field is based on an awareness of the fundamental importance of communication for the existence and performance of all organizations. This textbook offers a broad insight into the field of strategic communication. The main aim of the book is to give a general overview of theories, concepts and methods in strategic communication. The book also aims to develop an understanding of different perspectives and the consequences each one has for practice. After reading the book the student or reader will be able to define and reflect upon strategic communication as an academic field and professional practice, describe relevant theories and apply these to communication problems. The authors apply a reflective and practice-oriented approach meaning earlier research or theories are not only described, but also discussed from different critical perspectives. A practice-oriented approach means, in this book, that the authors strongly emphasize the role of contexts and situations—where strategic communication actually happens. This book will help business and communications students to not only define and understand a variety of strategic communications theories, but to use those theories to generate communication strategy and solutions.

Author : Karen Freberg
Publisher : SAGE Publications
Page : 477 pages
File Size : 43,7 Mb
Release : 2021-07-02
Category : Language Arts & Disciplines
ISBN : 9781071826881

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Social Media for Strategic Communication by Karen Freberg Pdf

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Second Edition teaches students the skills and principles needed to use social media in persuasive communication campaigns. This book combines cutting edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they’ll face in the workplace. By focusing on strategic thinking and awareness, this book gives students the tools they need to adapt what they learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication – from PR, advertising, and marketing, to non-profit advocacy—gives students a broad base of knowledge that will serve them wherever their careers may lead. The Second Edition features new case studies and exercises and increased coverage of diversity and inclusion issues and influencer marketing trends.

Author : Christopher Paul
Publisher : Bloomsbury Publishing USA
Page : 331 pages
File Size : 52,9 Mb
Release : 2011-04-07
Category : Political Science
ISBN : 9798216149880

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Strategic Communication by Christopher Paul Pdf

This volume in the Contemporary Military, Strategic, and Security Issues series presents a concise introduction to the evolution, key concepts, discourse, and future options for improved strategic communication in today's U.S. government. Strategic Communication: Origins, Concepts, and Current Debates is a groundbreaking study, the first book explicitly focused on strategic communication as it is currently used and discussed in the U.S. government. Written specifically for those who are new to strategic communication, this incisive book clarifies the definitional debate, explores the history of the term and its practice, and embraces a broad, practical definition. But that is only the beginning. Moving to the realities of the issue, author Christopher Paul reviews dozens of government reports on strategic communication and public diplomacy released since 2000, examining specific proposals related to improving strategic communication in the U.S. government and explaining the disagreements. Most important, he offers consensus and clarity for the way ahead, discussing how disparate elements of the government can be coordinated to master—and win—the "war of ideas" through fully integrated and synchronized communications and actions.

Author : Iliyana Stareva
Publisher : John Wiley & Sons
Page : 192 pages
File Size : 54,5 Mb
Release : 2018-04-16
Category : Business & Economics
ISBN : 9781119462279

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Inbound PR by Iliyana Stareva Pdf

The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today’s PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it’s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without “marketing to” the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.

Author : Peter M. Smudde
Publisher : Taylor & Francis
Page : 392 pages
File Size : 40,6 Mb
Release : 2023-03-02
Category : Business & Economics
ISBN : 9781000832495

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Managing Public Relations by Peter M. Smudde Pdf

The second edition of Managing Public Relations introduces students to the key concepts and practices involved in the day-to-day running of a PR operation, whether it is a company department, an independent agency, or any organized group focused on PR. The book’s unique approach places the PR function within the broader context of an organization, equipping students with the essential business knowledge, perspective, and skills needed when starting out in their careers. This second edition has been fully updated throughout and includes: Current examples and testimonials from across the globe, as well as updated "Executive Viewpoints" Expanded content on strategic planning, budgeting, and financial statements Detailed commentary on topics relevant to the modern workplace, including remote management Consideration of diversity, inclusion, equity, and access within PR Additional content on the use of analytics and measuring return on investment (ROI) Updated online material, including an Instructor’s Manual that incorporates problem-based questions, example assignments, and activities A highly practical and comprehensive guide, this textbook should be essential reading for advanced undergraduate and postgraduate students studying public relations management, strategic communications and marketing management.

Author : Laurie Lewis
Publisher : John Wiley & Sons
Page : 256 pages
File Size : 53,6 Mb
Release : 2011-03-21
Category : Language Arts & Disciplines
ISBN : 9781444340358

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Organizational Change by Laurie Lewis Pdf

Organizational Change integrates major empirical, theoretical and conceptual approaches to implementing communication in organizational settings. Laurie Lewis ties together the disparate literatures in management, education, organizational sociology, and communication to explore how the practices and processes of communication work in real-world cases of change implementation. Gives a bold and comprehensive overview of communication research and ideas on change and those who bring it about Fills in an important piece of the applied communication puzzle as it relates to organizations Illustrated with student friendly, real life case studies from organizations, including organizational mergers, governmental or nonprofit policy or procedural implementation, or technological innovation Winner of the 2011 Organizational Communication NCA Division Book of the Year

Author : Christopher E. Wilson
Publisher : Unknown
Page : 341 pages
File Size : 49,6 Mb
Release : 2019
Category : Communication in management
ISBN : 1524998958

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Strategic Communications for PR, Social Media and Marketing by Christopher E. Wilson Pdf