Acknowledgments.

About the Authors.

About CCMC.

Introduction.

1 The Basics of Strategic Communications.

2 Elements of a Strategic Communications Plan.

3 Conducting Research and Targeting Audiences.

4 Framing and Developing Messages.

5 Navigating a Changing Industry.

6 Making the Most of Your Resources.

7 Earning Good Media Coverage.

8 Responding to a Media Crisis and Managing Backlash.

9 Selecting and Training Spokespeople.

10 Capitalizing on the Power of Partnerships.

11 Chapters Online: Graphics, Advertising, and Evaluation.

Resources.

Index.