Using communication theory : an introduction to planned communication / Sven Windahl and Benno H. Signitzer with Jean T. Olson.

Includes bibliographical references (pages 273-291) and index.

Introduction -- Conceptual tools -- The nature of communication planning -- Not all problems are communication problems -- Categorization of basic strategies -- Multi-step flow approaches [1]: the two-step model -- Multi-step flow approaches [2]: diffusion of innovations theory -- A network approach -- Systems theory perspectives -- Social marketing perspectives -- Communication campaigns: a meeting place for different approaches -- The sender/communicator -- The message -- The medium -- The audience -- Effects -- Afterword -- Glossary -- Bibliography -- Index.

Showing how theories relate directly to the practice and experience of planning effective communication, this new edition provides insights into the practical nature of communication theory.