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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:
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
Price: $70.00
Pages: 368
Publisher: University of California Press
Imprint: University of California Press
Publication Date:
11 February 2020
Trim Size: 9.25 X 7.50 in
ISBN: 9780520298521
Format: Paperback
Sara LaBelle is Assistant Professor in the School of Communication at Chapman University. In addition to teaching undergraduate and graduate courses in strategic and corporate communication, she has published research on health information campaigns and the teaching-learning process.
Jennifer H. Waldeck is Associate Professor in the School of Communication at Chapman University. She has published four books and conducts research in organizational and instructional communication. She has provided consulting services for numerous organizations.
Acknowledgments
Introduction: What to Expect from This Book
PART ONE:
Foundations of Strategic
Communication
1. An Introduction to Strategic Communication
2. Organizational Types and Structures
3. Mission Statements, Organizational Identity
and Image, and Branding
4. Communication Ethics
PART TWO:
Creating, Implementing, and Evaluating
Strategic Messages
5. Organizational Goals and Objectives
6. Selecting and Understanding the Target
Audience
7. Developing and Designing Messages: Using
Persuasion Theory and Evidence-Based
Principles
8. Selecting Channels
9. Cultural Diversity and Stakeholder
Awareness
10. Implementing Campaigns
11. Evaluating Campaigns
Index
Introduction: What to Expect from This Book
PART ONE:
Foundations of Strategic
Communication
1. An Introduction to Strategic Communication
2. Organizational Types and Structures
3. Mission Statements, Organizational Identity
and Image, and Branding
4. Communication Ethics
PART TWO:
Creating, Implementing, and Evaluating
Strategic Messages
5. Organizational Goals and Objectives
6. Selecting and Understanding the Target
Audience
7. Developing and Designing Messages: Using
Persuasion Theory and Evidence-Based
Principles
8. Selecting Channels
9. Cultural Diversity and Stakeholder
Awareness
10. Implementing Campaigns
11. Evaluating Campaigns
Index