Strategic communication for organizations
"This book is divided into two main sections. The first section, Foundations of Strategic Communication (Chapters One-Four), provides an understanding of the myriad organizational types and structures that engage in strategic communication, as well as how organizations define and brand themselv...
| Authors / Creators: | , |
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| Other Authors / Creators: | Waldeck, Jennifer H. author |
| Format: | eBook Electronic |
| Language: | English |
| Imprint: | Oakland, California University of California Press [2020] |
| Subjects: | |
| Online Access: | Click here for full text at JSTOR |
| Summary: | "This book is divided into two main sections. The first section, Foundations of Strategic Communication (Chapters One-Four), provides an understanding of the myriad organizational types and structures that engage in strategic communication, as well as how organizations define and brand themselves to create a cohesive identity. Ethical communication is spotlighted in the first section as a key to maintaining organizational value and creating effective campaigns. The second section, Creating, Implementing, and Evaluating Strategic Messages (Chapters Five-Eleven), lays out a step-by-step plan for creating strategic communication campaigns that align with the organization's identity and mission as well as for aligning campaigns with the needs of stakeholders and communication partners. In these chapters we discuss how organizations can organize and prepare for effective campaigns by having clear objectives, a thorough understanding of their target audience, an evidence-based approach to messaging, and in carefully selecting both traditional and new media platforms. Throughout this section, we attend to the cultural diversity that exists across campaign stakeholder groups and how that diversity should inform communication strategy. Finally, we address the importance of implementing and evaluating communication campaigns. You will learn a variety of strategies for assessing campaigns to identify successes, and make adjustments to your strategic communication plan moving forward"--Provided by publisher 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.<br> <br> 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. |
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| Item Description: | Print version record |
| Physical Description: | 1 online resource (viii, 357 pages) illustrations |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 0520970608 9780520970601 |
| Author Notes: | 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. |