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 AI in the practice of strategic communication and focus on health communication and crisis communication in the wake of a global pandemic, personal branding, social responsibility in an era of disinformation and models for ethical decision making. It also features a completely updated chapter on new media and media metrics. Each chapter includes introductory focus questions, 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. 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 power point slides for each chapter. Please visit www.routledge.com/9781032626284 to access these materials.