Jami Fullerton - Böcker

Designed to support the paradigm shift in media and communication, this book presents the basic tenets 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 overviews, learning outcomes, key terms, discussion questions, and links/additional reading. Instructors will find sample syllabi and a test bank. Please visit www.routledge.com/9780367426316.

Designed to support the paradigm shift in media and communication, this book presents the basic tenets 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 overviews, learning outcomes, key terms, discussion questions, and links/additional reading. Instructors will find sample syllabi and a test bank. Please visit www.routledge.com/9780367426316.

Now in a second edition, this book introduces students to the theories of strategic communication and their application to everyday practice.Key updates to the second edition include the use of artificial intelligence in the practice of strategic communication and a focus on health communication and crisis communication in the wake of a global pandemic, personal branding, social responsibility in an era of disinformation and the addition of models for ethical decision-making. It also features a completely updated chapter on new media and media metrics. Each chapter includes introductory learning outcomes, updated case studies, a career profile of a current practitioner, end-of-chapter discussion questions and boxes that highlight theory and research, as well as the strategic communication industry insights.Principles of Strategic Communication, Second Edition is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing and advertising programs.The accompanying online resources feature chapter summaries, useful links to examples of strategic communication in action, suggested further reading and sample test questions. Instructors will find an instructor’s resource manual that includes sample syllabi, class activities, lecture topics and a test bank. New to this edition are PowerPoint slides for each chapter. Please visit www.routledge.com/9781032626284 to access these materials.