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1. 1.1 EQ vs IQ
2. 1.2 Attributes Employers Desire
3. 1.3 Team Membership Skills
4. 1.4 Values for Success
5. 1.5 Resources
6. 2.8 Resources
7. 2.7 Storytelling and the Information Strategy
8. 2.6 Public Relations Messages
9. 2.5 Advertising Messages
10. 2.1 Information for Messages
11. 2.2 The Information Strategy Process
12. 2.3 Information Tasks of Communication Professionals
13. 2.4 News Messages
14. 3.1 Understanding the Gatekeeper Audience
15. 3.2 Assignment Clarification
16. 3.3 Message Purpose
17. 3.4 Time / Space
18. 3.5 Formats / Channels
19. 3.6 Resources
20. 4.1 Types of Audiences
21. 4.2 Gatekeepers
22. 4.3 Colleagues and Professionals
23. 4.4 Target Audience
24. 4.5 Audience Segments: Demographics
25. 4.6 Audience Segments: Geographics
26. 4.7 Audience Segments: Psychographics
27. 4.8 Combining Segment Data
28. 4.9 News
29. 4.10 Advertising
30. 4.11 Public Relations
31. 4.12 Who’s the Audience for News?
32. 4.13 Who’s the Audience for Advertising?
33. 4.14 Who’s the Audience for Public Relations?
34. 4.15 Summary / Resources
35. 5.1 What’s the Angle?
36. 5.2 News Angle
37. 5.3 Strategic Communication Angle
38. 5.4 Key Questions to Answer
39. 5.5 Idea Generation
40. 5.6 Observation for Idea Generation
41. 5.7 Types of Observation: Routine
42. 5.8 Types of Observation: Participant
43. 5.9 Types of Observation: Unobtrusive
44. 5.10 Types of Observation: Social Listening
45. 5.11 Narrowing the Focus
46. 5.12 Conventional Wisdom
47. 5.13 Conclusion/Endnotes
48. 6.1 Institutional Sources
49. 6.2 Public Sector Institutions
50. 6.3 Private Sector Institutions
51. 6.4 Scholarly Sources
52. 6.5 Journalistic Sources
53. 6.6 Informal Sources
54. 6.7 Disciplines of Knowledge
55. 6.8 The Library as Contributor
56. 6.9 Types of Libraries: Public
57. 6.10 Types of Libraries: Academic
58. 6.11 Types of Libraries: Special
59. 6.12 Types of Libraries: Archives
60. 6.13 Types of Libraries: Media
61. 6.14 The Library in the Process
62. 7.1 Social Responsibility
63. 7.2 Analyzing Ethical and Legal Considerations – Overview
64. 7.3 Obligations in News
65. 7.4 Obligations in Advertising
66. 7.5 Obligations in Public Relations
67. 7.6 Levels of Social Responsibility
68. 7.7 The Societal Perspective
69. 7.8 Professional and Organizational Perspective – Journalism
70. 7.9 Professional and Organizational Perspective – Advertising
71. 7.10 Professional and Organizational Perspective – Public Relations
72. 7.11 Individual Perspective
73. 7.12 Legal Considerations – Journalism
74. 7.13 Legal Considerations – Advertising
75. 7.14 Legal Considerations – Public Relations
76. 7.15 Social Responsibility and the Information Strategy
77. 7.16 Endnotes / Resources
78. 8.1 Getting Started on Your Information Strategy
79. 8.2 One-step / Two-step Research
80. 8.3 One-step Research Tools
81. 8.4 Two-ste