Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis

Principles of Strategic Communication

• Gebundenes Buch

Produktbeschreibung

This fully revised second edition introduces students to the theories of strategic communication and their application to everyday practice. Key updates include the use of AI in the practice of strategic communication, personal branding, and social responsibility in an era of disinformation and models for ethical decision making.

Produktdetails

• Verlag: Routledge
• 2. Auflage
• Seitenzahl: 382
• Erscheinungstermin: 31. Oktober 2025
• Englisch
• Abmessung: 260mm x 183mm x 25mm
• Gewicht: 912g
• ISBN-13: 9781032626307
• ISBN-10: 1032626305
• Artikelnr.: 74876763

Autorenporträt

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.

Inhaltsangabe

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