Principles of Strategic Communication

Derina Holtzhausen is Professor Emerita in the College of Fine Arts & Communication at Lamar University, Texas, USA.Jami A. Fullerton is Professor in the School of Media and Strategic Communication, Associate Dean and Director of Academic Programs in the School of Global Studies, and Lawrence L. Boger Chair in International Studies at Oklahoma State University, USA.Bobbi Kay Lewis is Associate Dean in the College of Arts and Sciences at Oklahoma State University, USA.

• 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

Praise for the First Edition“Principles of Strategic Communication is a great introductory text that introduces students to the concepts, principles, theories, research methodologies and practical frameworks of strategic communication. From this text, students will gain a better understanding of how fields such as advertising, marketing, journalism, and public relations all work together to disseminate the right messages to the right people at the right time using the right medium.”Candice L. Edrington, University of South Carolina, USA“Principles of Strategic Communication presents the realities of the multi-faceted and ever-changing nature of strategic communications in an interactive and well-written book. It is an essential source for training the next generation of communication professionals.”Cayce Myers, Virginia Tech, USA