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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...
| Call Number: | Libro Electrónico |
|---|---|
| Main Authors: | , |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Oakland, California
University of California Press
[2020]
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| Subjects: | |
| Online Access: | Texto completo |
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