1st Edition

Principles of Strategic Communication

  • Available for pre-order. Item will ship after July 9, 2021
ISBN 9780367426316
July 9, 2021 Forthcoming by Routledge
432 Pages 78 Color Illustrations

USD $69.95

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Book Description

Designed to support the paradigm shift in media and communication, this book presents the basic tenants of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications.

Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice.

Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs.

The accompanying online support material features chapter summaries, useful links to examples of strategic communication in action, suggested further reading, and practice test questions. Instructors will find an instructor’s resource manual that includes sample syllabi, class activities, lecture  topics, and a test bank.

Table of Contents

1. Introduction to the Theory of Strategic Communication  

2. Careers in Strategic Communication 

3. The Concept of Strategy  

4. The Three Management Levels of Strategic Communication 

5. Ethics and Societal Issues 

6. Research 

7. Strategic Communication Planning 

8. Stakeholders  

9. Message Tactics 

10. Traditional Media 

11. Evolving Media 

12. Branding 

13. Strategic Communication Campaigns

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Derina Holtzhausen is Professor and Dean of the College of Fine Arts & Communication at Lamar University, USA.

Jami A. Fullerton is Professor in the School of Global Studies and Peggy Layman Welch Chair in Strategic Communications at Oklahoma State University, USA.

Bobbi Kay Lewis is Associate Dean in the College of Arts and Sciences and Associate Professor in the School of Media & Strategic Communications at Oklahoma State University, USA.

Danny Shipka was Associate Professor in the School of Media & Strategic Communications at Oklahoma State University, USA.


"Principles of Strategic Communication is a thrilling new text that introduces students to the emerging field of strategic communication grounded in both theory and practice. It emphasizes strategic decision-making and execution based on research and planning. Real-life case studies and industry insights include international examples, exposing students to diverse ways of thinking and problem-solving. Overall, this book presents the field of strategic communication as an exciting and rewarding career choice for the next generation of professional communicators." —Frauke Hachtmann, University of Nebraska-Lincoln