Principles of Strategic Communication

Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis

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Paperback

Forthcoming
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English

Routledge
31 October 2025

Communication studies; Media studies; Advertising; Public relations; Press & journalism

Now in a second edition, this book introduces students to the theories of strategic communication and their application to everyday practice.

Key updates to the second edition include the use of artificial intelligence in the practice of strategic communication and a focus on health communication and crisis communication in the wake of a global pandemic, personal branding, social responsibility in an era of disinformation and the addition of models for ethical decision-making. It also features a completely updated chapter on new media and media metrics. Each chapter includes introductory learning outcomes, updated case studies, a career profile of a current practitioner, end-of-chapter discussion questions and boxes that highlight theory and research, as well as the strategic communication industry insights.

Principles of Strategic Communication, Second Edition is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing and advertising programs.

The accompanying online resources feature chapter summaries, useful links to examples of strategic communication in action, suggested further reading and sample test questions. Instructors will find an instructor’s resource manual that includes sample syllabi, class activities, lecture topics and a test bank. New to this edition are PowerPoint slides for each chapter. Please visit www.routledge.com/9781032626284 to access these materials.

By: Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 2nd edition
Dimensions: Height: 254mm, Width: 178mm,
Weight: 453g
ISBN: 9781032626284
ISBN 10: 1032626283
Pages: 360
Publication Date: 31 October 2025
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Forthcoming

1. Introduction to the Theory of Strategic Communication 2. The Concept of Strategy 3. The Three Management Levels of Strategic Communication 4. Ethics and Societal Issues in Strategic Communication 5. Research 6. Strategic Communication Planning 7. Stakeholders 8. Message Tactics 9. Traditional Media 10. Evolving Media 11. Branding 12. Strategic Communication Campaigns 13. Careers in Strategic Communication

Derina Holtzhausen is Professor Emerita in the College of Fine Arts & Communication at Lamar University, Texas, USA. Jami A. Fullerton is Professor in the School of Media and Strategic Communication, Associate Dean and Director of Academic Programs in the School of Global Studies, and Lawrence L. Boger Chair in International Studies at Oklahoma State University, USA. Bobbi Kay Lewis is Associate Dean in the College of Arts and Sciences at Oklahoma State University, USA.

Reviews for Principles of Strategic Communication

Praise for the First Edition “Principles of Strategic Communication is a great introductory text that introduces students to the concepts, principles, theories, research methodologies and practical frameworks of strategic communication. From this text, students will gain a better understanding of how fields such as advertising, marketing, journalism, and public relations all work together to disseminate the right messages to the right people at the right time using the right medium.” Candice L. Edrington, University of South Carolina, USA “Principles of Strategic Communication presents the realities of the multi-faceted and ever-changing nature of strategic communications in an interactive and well-written book. It is an essential source for training the next generation of communication professionals.” Cayce Myers, Virginia Tech, USA