Strategic Communication for Organizations - by Sara LaBelle & Jennifer H Waldeck (Paperback)

About the Book

"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.

Book Synopsis

Strategic Communication for Organizations elucidates the emerging research on strategic communication, particularly as it operates in a variety of organizational settings. This book, appropriate for both students and practitioners, emphasizes how theory and research from the field of communication studies can be used to support and advance organizations of all types across a variety of business sectors.

Grounded in scholarship and organizational cases, this textbook:

• focuses on message design
• provides introductory yet comprehensive coverage of how strategy and message design enable effective organizational and corporate communication
• explores how theory and research can be synthesized to inform modern communication-based campaigns

Strategic Communication for Organizations will help readers discuss how to develop, implement, and evaluate messages that are consistent with an organization's needs, mission, and vision, effectively reaching and influencing internal and external audiences.

From the Back Cover

"The strength of LaBelle and Waldeck's textbook is the structure. Students are provided with strategic communication fundamentals before the book transitions into discussing the development of strategic messages. Furthermore, each chapter begins with a story to bring alive the concepts discussed within the chapter. The book could easily be the go-to book for strategic communication courses."--Katherine S. Thweatt, Graduate Director of Strategic Communication and Associate Professor, State University of New York at Oswego

"Highly readable and engaging, this material stimulates planning for short- and long-term communication, campaigns, branding, and ethical appeals for diverse audiences and purposes. With detailed cases and sample organizing frameworks, Strategic Communication for Organizations invites readers to imagine themselves in real-life situations and to engage in actual professional practice. This book is useful for anyone interested in internal and external corporate social responsibility, policy and public relations, strategic planning, market analyses and branding, and campaign implementations."--Patrice M. Buzzanell, Professor and Chair, Department of Communication, University of South Florida

"This highly accessible, practical text provides comprehensive coverage of the entire spectrum of strategic organizational communication processes. Drawing from their considerable academic and marketplace expertise, the authors bring theory to life through vivid examples and clear steps for application. Outstanding!"--Janie Harden Fritz, author of Professional Civility: Communicative Virtue at Work

About the Author

Sara LaBelle is Assistant Professor in the School of Communication at Chapman University. In addition to teaching undergraduate and graduate courses in strategic and corporate communication, she has published research on health information campaigns and the teaching-learning process.

Jennifer H. Waldeck is Associate Professor in the School of Communication at Chapman University. She has published four books and conducts research in organizational and instructional communication. She has provided consulting services for numerous organizations.