Communication and relationships sit at the centre of our hyper-connected lives, and their effective management is a strategic necessity for all organisations today. As the communication and public relations industries continue to grow globally, they offer a dynamic career for those with the right skills and knowledge.
Jane Johnston and Leanne Glenny show how strategic communication and public relations plug into the social, economic and political world, creating crucial links between organisations and people. They explain how communication professionals build partnerships, motivate and engage stakeholders, manage content, media and planning, develop reputations, and troubleshoot crisis communication.
Strategic Communication is a complete introduction to the fundamentals of communication and public relations for the next decade. It presents innovative and creative approaches to deliver 100 tools and tactics, over 30 theories and models, and three levels of strategy that underpin successful communication. The authors include examples from around the world, from private sector, public sector and not for profit organisations.
Table of Contents
Part 1: Foundations and the working environment 1. Introducing strategic communication and public relations 2. Communication at work 3. Issues, risk, crises and corporate social responsibility 4. Ethical and legal practice 5. Working in a media-dominated world Part 2: Process, planning and implementation 6. Research, measurement and evaluation 7. Working strategically 8. Planning and campaign development 9. Tactic selection and content creation Part 3: Theory 10. Theory: Where learning starts
Jane Johnston, PhD is Associate Professor in the School of Communication and Arts at The University of Queensland. A former public relations practitioner and journalist, she is co-editor of Public Relations: Theory & Practice and co-author of Media Strategies.
Leanne Glenny, PhD is Adjunct Senior Research Fellow at the University of South Australia and has been a lecturer in strategic communication for over nineteen years. She has experience in communication roles within government and is a Fellow of the Public Relations Institute of Australia (PRIA).
‘This is the best introductory text I’ve seen for covering so much, so clearly, about this rapidly-changing profession. I particularly love the strategy focus and the way theory is so well integrated and engagingly used.’
-Michele Clark, Assistant Professor – Public Relations, Bond University, Australia
‘A comprehensive overview in accessible, student-friendly language. Graduates who have learned from this text will have the edge over their peers as they launch into the market.’
-Chris Galloway, Head of Public Relations, Massey University, New Zealand