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Strategic communication for organizations
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | LaBelle, Sara, 1988-, author. Waldeck, Jennifer H., author |
| 서명/저자사항 | Strategic communication for organizationsSara LaBelle and Jennifer H. Waldeck |
| 발행사항 | Oakland, California : University of California Press, [2020] |
| 형태사항 | 1 online resource (viii, 357 pages) : illustrations |
| 소장본 주기 | Master record variable field(s) change: 050 |
| ISBN | 0520970608 9780520970601 |
| 서지주기 | Includes bibliographical references and index |
| 내용주기 | Introduction : What to expect from this book -- An introduction to strategic communication -- Organizational types and structures -- Mission statements, organizational identity and image, and branding -- Communication ethics -- Organizational goals and objectives -- Selecting and understanding the target audience -- Developing and designing messages : using persuasion theory and evidence-based principles -- Selecting channels -- Cultural diversity and stakeholder awareness -- Implementing campaigns -- Evaluating campaigns |
| 요약 | "This book is divided into two main sections. The first section, Foundations of Strategic Communication (Chapters One-Four), provides an understanding of the myriad organizational types and structures that engage in strategic communication, as well as how organizations define and brand themselves to create a cohesive identity. Ethical communication is spotlighted in the first section as a key to maintaining organizational value and creating effective campaigns. The second section, Creating, Implementing, and Evaluating Strategic Messages (Chapters Five-Eleven), lays out a step-by-step plan for creating strategic communication campaigns that align with the organization's identity and mission as well as for aligning campaigns with the needs of stakeholders and communication partners. In these chapters we discuss how organizations can organize and prepare for effective campaigns by having clear objectives, a thorough understanding of their target audience, an evidence-based approach to messaging, and in carefully selecting both traditional and new media platforms. Throughout this section, we attend to the cultural diversity that exists across campaign stakeholder groups and how that diversity should inform communication strategy. Finally, we address the importance of implementing and evaluating communication campaigns. You will learn a variety of strategies for assessing campaigns to identify successes, and make adjustments to your strategic communication plan moving forward"--Provided by publisher |
| 일반주제명 | Business communication. LANGUAGE ARTS & DISCIPLINES -- Communication Studies Business communication |
| 언어 | 영어 |
| 기타형태 저록 | Print versionLaBelle, Sara, 1988-Strategic communication for organizationsOakland, California : University of California Press, [2020]9780520298521 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2345637 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00016850 | 658.4/5 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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