Principles of Strategic Communication

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