Strategic Communication for Organizations

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.

Acknowledgments
Introduction: What to Expect from This Book

PART ONE:
Foundations of Strategic
Communication

1. An Introduction to Strategic Communication
2. Organizational Types and Structures
3. Mission Statements, Organizational Identity
and Image, and Branding
4. Communication Ethics

PART TWO:
Creating, Implementing, and Evaluating
Strategic Messages

5. Organizational Goals and Objectives
6. Selecting and Understanding the Target
Audience
7. Developing and Designing Messages: Using
Persuasion Theory and Evidence-Based
Principles
8. Selecting Channels
9. Cultural Diversity and Stakeholder
Awareness
10. Implementing Campaigns
11. Evaluating Campaigns

Index