Selected Resources for: Strategic Communications

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Subject Librarian:

Van Houlson

Academic and professional resources for public relations, corporate communications, creative advertising, or advocacy communication. Strategic communications is the art of presenting ideas clearly, concisely, and persuasively to target audiences.

Article Databases and Indexes

Academic or Scholarly Articles Subject Indexes

Find academic journal articles on topics in mass media, film, television, marketing, and communications in business, health, and other communication studies.

Connect to Google Scholar through the Libraries' web site to gain off-campus access to all the articles and journals in full text in the Libraries. Use Google Scholar to find articles from a wide variety of academic publishers, professional societies, preprint repositories and universities, as well as scholarly articles available across the web. To connect to the full text, click "FindIt@U of M Twin Cities" in your Google Scholar search results. Learn more: Google Scholar FAQ

Going back to 1806, this is the most comprehensive database for psychological research. With a little guidance from this tutorial, you'll be able to go from a general idea to a very precise set of results of scholarly materials.

An abstract and citation database with a single search platform searching content from ScienceDirect, Scopus, SciTopics, and relevant Web content.

Search within a comprehensive interdisciplinary collection of journal article citations. Subjects generally covered are within Science and technology, arts and humanities, and social sciences . Use the citation web to find articles and journals with the most impact. Coverage runs from 1975 to the present. Helpful tutorials can be found on their website.

General Indexes to Magazine, Journal & Newspaper Articles

Index to thousands of popular magazines, scholarly journals, and trade publications. Includes full text of professional sources for public relations and advertising.

Full text database of media outlets, trade publications, news sources and websites that has international coverage. Includes daily newspapers, transcripts, newswires, and all editions of the Wall Street Journal. Financial information for publicly traded companies, stocks, funds, currencies, and common market indexes. Limited to 7 simultaneous users.

Due to licensing restrictions for academic subscriptions, not all of the news sources in Factiva are available. See this list of Excluded Titles. If you need assistance using Factiva, please contact the Journalism Librarian.

LexisNexis Academic is a full text databases of business, legal, news, magazines, and wire services. It includes sources for accounting, environmental studies, health and medical care, government and politics, people, and consumer information. Legal publications include law journals, federal and state statutes, codes, cases, agency rules & regulations, patents and legal reference materials.

Catalogs and Bibliographies


Oxford Bibliographies offers exclusive, authoritative research guides. Combining the best features of an annotated bibliography and a high-level encyclopedia, this resource guides researchers to the best available scholarship across a wide variety of subjects.

General Reference Sources


Entries on terms for traditional marketing techniques such as strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis. Includes leading marketing theories and concepts. Both classic and modern marketing techniques for social media and search engine optimization.


Information about advertisers, agencies, public relations firms and media buying services. Search for agencies and advertisers by industry, specialization, location, and sales. Find advertising expenditures by media, video campaigns, and social media activity.
Licensed for 2 simultaneous users
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Market Research Surveys

Market research reports on consumer products, services, and lifestyles. Each report describes the economic drivers, leading companies, market share, market size, trends, segmentation, and consumer attitudes and purchasing habits. Reports cover consumer markets in the USA and Europe. Requires setting up a personal account to access.

This database contains demographic and psychographic data along with media preferences for consumers of products and brands. Use Mediamark Reporter to find target audiences for marketing campaigns, advertising, and new product research. Does not work using Safari!!

Key business intelligence on countries, companies, markets, and consumers. Statistics on brands, companies and consumer products worldwide include market size and market share. Useful for researching global consumer markets with analysis of lifestyles for countries. Includes profiles and strategic information about companies that sell leading consumer goods.

Survey data from the the Simmons National Consumer Survey to find target markets and consumer profiles for brands and products. Use Simmons advertising campaigns, market research, and business plans. Academic license restricted to 5 simultaneous users along with an embargo of 2 years for current survey data.

Public Opinion Resources

iPOLL is a collection of polling sources from the Roper Center for Public Opinion Research. It includes surveys from 150 polling organizations that include all major news outlets, Gallup polls, and other research institutions. Use these polls to compare public opinion from 1935-present on a range of issues.

Statistics and Data

Data Resources

Full access to Advertising Age along with rankings and statistics from the AdAge Datacenter. The Datacenter provides analysis of the advertising and media industry along with profiles of agencies and media companies.

Find advertising media spending by company, brands, products, or industries across all media channels. Need help creating a report? Consult the Adspender User Manual or view this demo. Students may also call Adspender Client Support 1-800-497-8450 to speak with a specialist.
Licensed for 2 simultaneous users .

Library Information

Wilson Library

309 19th Ave. S.
West Bank, Minneapolis Campus
Service Desk: 612-624-3321

Journalism Library (Eric Sevareid)

20 Murphy Hall
East Bank, Minneapolis