Strategic Communication for Organizations

Häftad, Engelska, 2020

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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: focuses on message designprovides introductory yet comprehensive coverage of how strategy and message design enable effective organizational and corporate communicationexplores how theory and research can be synthesized to inform modern communication-based campaignsStrategic 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.

Produktinformation

Utgivningsdatum2020-02-11
Mått191 x 235 x 23 mm
Vikt635 g
FormatHäftad
SpråkEngelska
Antal sidor368
FörlagUniversity of California Press
ISBN9780520298521

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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.

AcknowledgmentsIntroduction: What to Expect from This BookPART ONE:Foundations of StrategicCommunication1. An Introduction to Strategic Communication2. Organizational Types and Structures3. Mission Statements, Organizational Identityand Image, and Branding4. Communication EthicsPART TWO:Creating, Implementing, and EvaluatingStrategic Messages5. Organizational Goals and Objectives6. Selecting and Understanding the TargetAudience7. Developing and Designing Messages: UsingPersuasion Theory and Evidence-BasedPrinciples8. Selecting Channels9. Cultural Diversity and StakeholderAwareness10. Implementing Campaigns11. Evaluating CampaignsIndex