A primer on the art and science of strategic communication, this book offers a solid foundation of communication strategies that is both practical and theoretical. Like no other book, the manual provides practical advice on the tactics, techniques, and procedures necessary for successful media relations, campaign planning, crisis communication, and strategic communications planning. It takes a compelling look at how communication processes can be made to function more efficiently and with greater effectiveness, whether conducted by governments, organizations, or military units. The author points to such influencing factors as new technologies that flatten communication hierarchies, social media platforms that empower amateurs, generational divides, and the ebbing trust in mainstream media news. She also warns that a coarsening of public discourse contributes to the difficulty of communicating and results in a toxic information environment.