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Readings in Strategic Communication

Readings in Strategic Communication

Author(s): Joseph Basso , Suzanne D FitzGerald

Edition: 1

Copyright: 2018

Pages: 450

Edition: 1

Copyright: 2018

Pages: 450

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CHAPTER 1 Strategic Communication Overview: How Advertising Works with Public Relations and Marketing

by Suzanne Fitzgerald

CHAPTER 2 The Role of Public Relations in the Strategic Communication Environment

Public Relations Industry Today

by Bruce L. Smith and Charles O. Kaufman

Where We Came From—and Where We Are Now

by Anthony Peyronel

CHAPTER 3 The Role of Advertising in the Strategic Communication Environment

by Richard A. Wilber

CHAPTER 4 Strategic Communication Research Using Research in Public Relations 65

Understanding Research: An Introduction with Public Relations Implications

by Don W. Stacks

Using Research in Public Relations

by Anthony Fulginiti and Dan Bagin

CHAPTER 5 Basics of Strategic Writing

by Joseph Basso

CHAPTER 6 Public Opinion, the Mass Media and Persuasion

Managing Public Opinion

by Anthony Fulginiti and Dan Bagin

Public Information and Persuasive Communication

by Laurie Wilson and Joseph Ogden

CHAPTER 7 The Media Environment: Media Relations, Media Buying and Planning

Media Relations

by Bruce L. Smith and Charles O. Kaufman

Developing Media Strategy

by John H. Murphy, Isabella C. Cunningham, and Liza S. Delewis

Media Planning

by Gina Audio

CHAPTER 8 Digital Media and Strategic Communication

Using Social Media for Message Delivery

by Laurie Wilson and Joseph Ogden

Social Media Writing

by Joseph Basso

CHAPTER 9 Persuasive Writing and Copywriting

Persuasive Writing

by Joseph Basso, Randall Hines, and Suzanne Fitzgerald

Advertising Copywriting

by Joseph Basso, Randall Hines, and Suzanne Fitzgerald

CHAPTER 10 Ethics in Strategic Communication

by Joseph Basso

CHAPTER 11 Legal Issues of Strategic Communication

by Joseph Basso

CHAPTER 12 Strategic Visual Communication

by Dr. Matthew Pittman

CHAPTER 13 Branding for Strategic Communication

by Alison Novak and Ashley Pattwell

CHAPTER 14 Strategic Planning & Campaigns

by Anthony Fulginiti and Dan Bagin

CHAPTER 15 Exploring the Field of Strategic Communication: A Panel of Experts

by Suzanne Fitzgerald

Joseph Basso
Joseph Basso, APR, earned a doctorate in public relations from Texas A&M University and a law degree from Widener University. Professor at Rowan University in Glassboro, N.J., Joe has three decades of experience practicing and teaching public relations. His experience includes extensive work in the gaming industry, as well as for profit and not-for-profit organizations. He has consulted extensively in the areas of grammatical and legal writing in the pharmaceutical industry. The author of numerous academic and professional publications, Basso is licensed to practice law in Pennsylvania and New Jersey.
Suzanne D FitzGerald
Suzanne FitzGerald, APR, Fellow PRSA, is chair and professor at Rowan University. She offers an unusual educator/practitioner perspective with a doctorate from Temple and the Fellow credential awarded to fewer than 2 percent of PR practitioners. She has served as PRSSA adviser for 25 years and also as graduate program director. She has served as Accreditation Chair for the Philadelphia PRSA Chapter and on the board of PRSA Educator’s Academy. Her experience includes workshops in business writing and presentation skills, and a decade in the data processing, health care, and agency arenas. FitzGerald has published several books with McGraw-Hill as well as in scholarly journals.

CHAPTER 1 Strategic Communication Overview: How Advertising Works with Public Relations and Marketing

by Suzanne Fitzgerald

CHAPTER 2 The Role of Public Relations in the Strategic Communication Environment

Public Relations Industry Today

by Bruce L. Smith and Charles O. Kaufman

Where We Came From—and Where We Are Now

by Anthony Peyronel

CHAPTER 3 The Role of Advertising in the Strategic Communication Environment

by Richard A. Wilber

CHAPTER 4 Strategic Communication Research Using Research in Public Relations 65

Understanding Research: An Introduction with Public Relations Implications

by Don W. Stacks

Using Research in Public Relations

by Anthony Fulginiti and Dan Bagin

CHAPTER 5 Basics of Strategic Writing

by Joseph Basso

CHAPTER 6 Public Opinion, the Mass Media and Persuasion

Managing Public Opinion

by Anthony Fulginiti and Dan Bagin

Public Information and Persuasive Communication

by Laurie Wilson and Joseph Ogden

CHAPTER 7 The Media Environment: Media Relations, Media Buying and Planning

Media Relations

by Bruce L. Smith and Charles O. Kaufman

Developing Media Strategy

by John H. Murphy, Isabella C. Cunningham, and Liza S. Delewis

Media Planning

by Gina Audio

CHAPTER 8 Digital Media and Strategic Communication

Using Social Media for Message Delivery

by Laurie Wilson and Joseph Ogden

Social Media Writing

by Joseph Basso

CHAPTER 9 Persuasive Writing and Copywriting

Persuasive Writing

by Joseph Basso, Randall Hines, and Suzanne Fitzgerald

Advertising Copywriting

by Joseph Basso, Randall Hines, and Suzanne Fitzgerald

CHAPTER 10 Ethics in Strategic Communication

by Joseph Basso

CHAPTER 11 Legal Issues of Strategic Communication

by Joseph Basso

CHAPTER 12 Strategic Visual Communication

by Dr. Matthew Pittman

CHAPTER 13 Branding for Strategic Communication

by Alison Novak and Ashley Pattwell

CHAPTER 14 Strategic Planning & Campaigns

by Anthony Fulginiti and Dan Bagin

CHAPTER 15 Exploring the Field of Strategic Communication: A Panel of Experts

by Suzanne Fitzgerald

Joseph Basso
Joseph Basso
Joseph Basso, APR, earned a doctorate in public relations from Texas A&M University and a law degree from Widener University. Professor at Rowan University in Glassboro, N.J., Joe has three decades of experience practicing and teaching public relations. His experience includes extensive work in the gaming industry, as well as for profit and not-for-profit organizations. He has consulted extensively in the areas of grammatical and legal writing in the pharmaceutical industry. The author of numerous academic and professional publications, Basso is licensed to practice law in Pennsylvania and New Jersey.
Suzanne D FitzGerald
Suzanne D FitzGerald
Suzanne FitzGerald, APR, Fellow PRSA, is chair and professor at Rowan University. She offers an unusual educator/practitioner perspective with a doctorate from Temple and the Fellow credential awarded to fewer than 2 percent of PR practitioners. She has served as PRSSA adviser for 25 years and also as graduate program director. She has served as Accreditation Chair for the Philadelphia PRSA Chapter and on the board of PRSA Educator’s Academy. Her experience includes workshops in business writing and presentation skills, and a decade in the data processing, health care, and agency arenas. FitzGerald has published several books with McGraw-Hill as well as in scholarly journals.