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...
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| Authors / Creators: | , |
|---|---|
| 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 |
Table of Contents:
- Introduction : What to expect from this book
- An introduction to strategic communication
- Organizational types and structures
- Mission statements, organizational identity and image, and branding
- Communication ethics
- Organizational goals and objectives
- Selecting and understanding the target audience
- Developing and designing messages : using persuasion theory and evidence-based principles
- Selecting channels
- Cultural diversity and stakeholder awareness
- Implementing campaigns
- Evaluating campaigns