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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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Oakland, California
University of California Press
[2020]
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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