Chapters in this book

1. Frontmatter i
2. Contents v
3. Acknowledgments vii
4. Introduction: What to Expect from This Book 1
5. Part One: Foundations of Strategic Communication
6. 1. An Introduction to Strategic Communication 7
7. 2. Organizational Types and Structures 37
8. 3. Mission Statements, Organizational Identity and Image, and Branding 66
9. 4. Communication Ethics 91
10. Part Two: Creating, Implementing, and Evaluating Strategic Messages
11. 5. Organizational Goals and Objectives 119
12. 6. Selecting and Understanding the Target Audience 152
13. 7. Developing and Designing Messages: Using Persuasion Theory and Evidence-Based Principles 190
14. 8. Selecting Channels 225
15. 9. Cultural Diversity and Stakeholder Awareness 259
16. 10. Implementing Campaigns 290
17. 11. Evaluating Campaigns 318
18. Index 351