STRATEGIC INTEGRATED COMMUNICATION

Product Description

Today’s business environment is all about stakeholders. With communication being key to engaging and building stakeholder relationships, businesses can no longer afford to neglect this area. Nevertheless, while most agree that communication is vital to the effective functioning of an organisation, the actual implementation of communication strategy often does not receive the attention it deserves. Strategic integrated communication discusses the complexities of integrated communication (IC) processes and proposes solutions to some of the more prominent obstacles faced during implementation.

Strategic integrated communication recognises that communication is not an edge function, but is rather interwoven with the very fibre of the organisation. It provides a detailed analysis of IC and contextualises a number of prominent communication challenges within an integrated communication environment. Each chapter includes case studies, activities and discussion questions.

Strategic integrated communication is aimed at both senior undergraduate and postgraduate students in business, human and social sciences.