This textbook provides an overview of the core concepts, theories
and methods in strategic communication, using examples from
research and experiences from practice. Strategic Communication
begins by explaining the fundamental concepts related to
communication, organizations and strategy, and then explores the
communication processes within leadership, reputation, crisis and
change. The authors work to present a framework for the future,
underpinned by the concept of Communicative Organizations. The
content of this 2nd edition has been fully updated to incorporate
the latest research and practice examples, including a new chapter
on 'The Future of Strategic Communication'. The new edition also
features enhanced pedagogical features to aid learning, such as key
takeaways, and new international case studies and examples
throughout. After reading the book the student or reader will be
able to define and reflect upon strategic communication as an
academic field and professional practice, describe relevant
theories and apply these to communication problems. It is primarily
aimed towards Undergraduate students studying Strategic
Communication, Corporate Communications, Public Relations and
Marketing, as well as reflective practitioners looking to gain a
more thorough and applied introduction to the field.
General
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