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Integrated Strategic Communication
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Book Synopsis Strategic Integrated Marketing Communications by : Larry Percy
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Book Synopsis Integrated Strategic Communication by : Robert J. Ristino, Ph.d.
Download or read book Integrated Strategic Communication written by Robert J. Ristino, Ph.d. and published by Createspace Independent Pub. This book was released on 2013-03-07 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Strategic Communication (ISC) is a primer on how to influence and win the support of key constituencies and, when required, change public policy vital to an organization's success. It presents a 10-step model for organizing and integrating communication strategies in support of strategic initiatives.This field-tested integrated strategic communication model is the result of the author's 40 years practicing and teaching public relations and marketing communications. It also draws on his vast experience in developing and implementing communication campaigns in support of major initiatives, such as mergers, acquisitions, divestitures and new product launches. The model is also strongly influenced by an array of communication theory and research that underpins the practice of organizational communications. Simply stated, the ISC model is based on the five fundamental principles of sending the right message, using the right medium, to the right audience, at the right time and at the right place. Simple to say but difficult to do.Two main themes flow through this book. The first is that organizations must be actively engaged in the public arena when managing issues and initiatives vital to their self-interest. The second theme emphasizes the strategic use of integrated communication to influence and win the support of key publics concerned with those issues and initiatives. The term integrated is key to this approach. It means that all organizational voices – public relations, marketing, human resources, public affairs, government relations – must be focused, collaborative and coordinated in communicating the organization's overall message strategies. Whether it's a campaign to elect a political candidate or to earn stakeholder support for a merger, the issue always comes down to how effectively you make your case to your publics. We call these efforts the Big Sell because failure to sell your case to your publics can have dire consequences for the organization. Using numerous case studies, examples, diagrams and charts, the author identifies communication strategies that work and those that don't. Take for example the challenges that had confronted the Microsoft Corporation and Major League Baseball's Boston Red Sox franchise, two case histories woven throughout the book. Both were addressing issues that could have seriously affected their long-term market viability. Microsoft was confronting an anti-trust lawsuit brought by the U.S. Department of Justice (DOJ). The Red Sox franchise was searching for a new home to ensure its financial competitiveness. Both would confront serious obstacles in successfully addressing these challenges requiring developing message strategies that would appeal to numerous diverse constituencies. To remain competitive both would have to make the Big Sell.But even when you know what it is you want to say, you have to choose the medium that has the best chance of delivering the message. To select the right medium to deliver those messages you have to know who and where the target audience is. That is why understanding your target audience is a fundamental cornerstone of the ISC model. Unfortunately, even when you have targeted accurately, getting audience members attention is difficult at best. To do so requires delivering the message at a time and place when audience members are most likely to attend to it. Naturally, there is both art and science to all of this.That is what this book is all about – the art and the science of organizational communication practice in the context of a multi-step planning process that professionals can use to develop, implement, monitor and evaluate their communication efforts. Written in a lively and engaging style, Integrated Strategic Communication will prove as instructive to the experienced communications professional as it will be to the student of communication.
Book Synopsis Strategic Marketing Communications by : Paul Russell Smith
Download or read book Strategic Marketing Communications written by Paul Russell Smith and published by Kogan Page Publishers. This book was released on 1999 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.
Book Synopsis The Handbook of Strategic Public Relations and Integrated Communications by : Clarke Caywood
Download or read book The Handbook of Strategic Public Relations and Integrated Communications written by Clarke Caywood and published by McGraw Hill Professional. This book was released on 1997-05 with total page 612 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!
Book Synopsis Strategic Communication by : Jane Johnston
Download or read book Strategic Communication written by Jane Johnston and published by Routledge. This book was released on 2020-09-28 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Communication Planning by : Sherry Devereaux Ferguson
Download or read book Communication Planning written by Sherry Devereaux Ferguson and published by SAGE Publications. This book was released on 1999-08-03 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: The nature of the communicator′s job has shifted dramatically in the last decade. While communicators still prepare speeches, press releases, and articles for corporate magazines, they are now being asked to perform managerial duties, including planning, consulting with stakeholders, and advising CEOs and vice presidents. With these additional responsibilities as a focus, Communication Planning takes a comprehensive approach to examining the role of integrated planning in modern organizations. Author Sherry Ferguson divides the book into four parts: 1) establishing strategic planning cultures, 2) writing different types of communication plans, 3) theoretical foundations of communication planning, and 4) strategic approach to planning for issues management. This book breaks new ground in the study of organizational communication and public relations and contains essential information for consultants, practitioners, and students.
Book Synopsis Principles of Strategic Communication by : Derina Holtzhausen
Download or read book Principles of Strategic Communication written by Derina Holtzhausen and published by Routledge. This book was released on 2021-07-08 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 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. Please visit www.routledge.com/9780367426316.
Book Synopsis Strategic Communication by : Jesper Falkheimer
Download or read book Strategic Communication written by Jesper Falkheimer and published by Routledge. This book was released on 2018-01-19 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational communication and marketing communication into a holistic framework. The field is based on an awareness of the fundamental importance of communication for the existence and performance of all organizations. This textbook offers a broad insight into the field of strategic communication. The main aim of the book is to give a general overview of theories, concepts and methods in strategic communication. The book also aims to develop an understanding of different perspectives and the consequences each one has for practice. 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. The authors apply a reflective and practice-oriented approach meaning earlier research or theories are not only described, but also discussed from different critical perspectives. A practice-oriented approach means, in this book, that the authors strongly emphasize the role of contexts and situations—where strategic communication actually happens. This book will help business and communications students to not only define and understand a variety of strategic communications theories, but to use those theories to generate communication strategy and solutions.
Book Synopsis Strategic Communication: Principles and Practice by : James Mahoney
Download or read book Strategic Communication: Principles and Practice written by James Mahoney and published by OUP Australia & New Zealand. This book was released on 2012-11-22 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Communication: Principles and Practice guides students through the principles for planning, writing, and implementing strategic communication plans. It approaches strategic communication from how an organisation communicates across organisational endeavours. The emphasis is on the strategic application of communication and how an organisation functions to advance its mission.
Book Synopsis Writing for Public Relations and Strategic Communication by : William Thompson
Download or read book Writing for Public Relations and Strategic Communication written by William Thompson and published by . This book was released on 2021-08-03 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: Writing for Public Relations and Strategic Communication equips students with the knowledge, skills, and tools they need to write persuasively. The book underscores the importance of strategic analysis at the beginning of the writing process. Utilizing an audience-centered perspective, it shows how persuasive writing emerges organically after critically assessing the goals of an organization's message in light of its intended audience. Students learn essential strategic thinking and planning skills to create effective and intentional writing. The book presents the theoretical underpinnings of behavior, which students can then employ to generate prose that prioritizes the audience's reasons for attending to the message. The book is unique in presenting a primer on communication, persuasion, and moral theories that provides students a roadmap for constructing effective, ethical arguments. Throughout, anecdotes, examples, quizzes, and assignments help connect theory to practical, real-world applications. Writing for Public Relations and Strategic Communication helps readers build their persuasive writing skills for professional and effective public relations, employing unique strategies and tactics, such as: --A generative writing system that helps students identify and organize important information to produce quality prose, then adapt it to various media, on deadline --Interactive walkthroughs of writing examples that deconstruct prose, offering students insights not just into what to write, but how and why practitioners make strategic choices--down to the word level --Long-form scenario prompts that allow students to hone their persuasive writing, editing, and communication management skills across an array of platforms --Three two-chapter modules where the first chapter demonstrates how to write effective prose for a particular channel and the second offers practical help in delivering those products through message-delivery channels --Detailed case studies demonstrating how to translate research and planning into storytelling that addresses organizational problems --Unique chapters building important analytical literacies, such as search engine optimization tactics, marketing statistics analysis and data-driven audience targeting methods
Book Synopsis Strategic Communication by : Christopher Paul
Download or read book Strategic Communication written by Christopher Paul and published by Bloomsbury Publishing USA. This book was released on 2011-04-07 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume in the Contemporary Military, Strategic, and Security Issues series presents a concise introduction to the evolution, key concepts, discourse, and future options for improved strategic communication in today's U.S. government. Strategic Communication: Origins, Concepts, and Current Debates is a groundbreaking study, the first book explicitly focused on strategic communication as it is currently used and discussed in the U.S. government. Written specifically for those who are new to strategic communication, this incisive book clarifies the definitional debate, explores the history of the term and its practice, and embraces a broad, practical definition. But that is only the beginning. Moving to the realities of the issue, author Christopher Paul reviews dozens of government reports on strategic communication and public diplomacy released since 2000, examining specific proposals related to improving strategic communication in the U.S. government and explaining the disagreements. Most important, he offers consensus and clarity for the way ahead, discussing how disparate elements of the government can be coordinated to master—and win—the "war of ideas" through fully integrated and synchronized communications and actions.
Book Synopsis Integrated Marketing Communication by : Jeanne M. Persuit
Download or read book Integrated Marketing Communication written by Jeanne M. Persuit and published by Lexington Books. This book was released on 2016-09-22 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.
Book Synopsis Strategic Communication at Work by : Diane Lennard
Download or read book Strategic Communication at Work written by Diane Lennard and published by Routledge. This book was released on 2018-03-22 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Communication at Work provides the reader with a practical approach to engaging in all types of communication—one-on-one, small group, and large group—to achieve intended results. The framework presented enables readers to make informed decisions that increase the effectiveness of their communication and enhance their credibility. Lennard presents the IMPACT Paradigm—Intending, Messaging, Presence, Attending, Connecting, and Together—in the first part of the book explaining the benefits of using a single framework for all strategic communication. The second part illustrates how to apply these principles and approach interactions with a purposeful mindset, express ideas congruently, and connect with others. The third part offers curated exercises for practicing communication skills, along with specific ways to integrate the paradigm into everyday communication interactions. The text’s clear and practical approach will appeal to graduate students of business communication, as well as instructors and professionals interested in improving their communication skills.
Book Synopsis The Routledge Handbook of Strategic Communication by : Derina Holtzhausen
Download or read book The Routledge Handbook of Strategic Communication written by Derina Holtzhausen and published by Routledge. This book was released on 2014-11-20 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and graduate-level students a compilation of approaches to and studies of varying aspects of the field. The volume provides insights into ongoing discussions that build an emerging body of knowledge. Focusing on the metatheoretical, philosophical, and applied aspects of strategic communication, the parts of the volume cover: • Conceptual foundations, • Institutional and organizational dimensions, • Implementing strategic communication, and • Domains of practice An international set of authors contributes to this volume, illustrating the broad arena in which this work is taking place. A timely volume surveying the current state of scholarship, this Handbook is essential reading for scholars in strategic communication at all levels of experience.
Book Synopsis Strategic Communication by : James Mahoney
Download or read book Strategic Communication written by James Mahoney and published by . This book was released on 2016-09-15 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Communication (Second Edition) deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing and implementing a communication strategy. This book links strategic communication campaign planningto business activities around short, medium and long-term needs and to how organisations deal with issues. The framework followed in Strategic Communication can be used for strategic planning in a range of specialisations including corporate communication; community relations; financial and investor relations; government relations and lobbying; internal communication; marketing communication and publicrelations. Readers will build their own strategic communication plan when working through the book, as each chapter covers how to plan a specific element of a communication strategy, exploring key principles and relevant theories. The second edition has been thoroughly updated to include contemporary cases and examples, additional theoretical and campaign planning material and is complemented by a range of features to support and reinforce learning.
Book Synopsis Advertising Campaigns Workbook by : David Koranda
Download or read book Advertising Campaigns Workbook written by David Koranda and published by . This book was released on 2021 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Metaphor and Persuasion in Strategic Communication by : Federica Ferrari
Download or read book Metaphor and Persuasion in Strategic Communication written by Federica Ferrari and published by Routledge. This book was released on 2018-10-10 with total page 459 pages. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking work adopts an alternative metaphor-based approach to challenge, unpack, and redefine our understanding of persuasion and strategic communication and the extents to which they shape political discourse. The book’s theoretical and methodological grounding in metaphor allows for an alternative perspective on strategic communication but also a robust discussion of both persuasion and other kinds of related discursive processes at work in political communication, including narrative, identification, and ideology. The volume integrates case studies from prominent political discourses, including those of George W. Bush, Jr., Tony Blair, and Barack Obama, to highlight the crucial role of persuasion management and sustainability in the public sphere and the ways in which it might inform political action and change in a positive way. Broadening our perception of the possibilities of persuasion and strategic communication, this dynamic volume is key reading for students and scholars in communication studies, political science, rhetoric, and cognitive linguistics.
