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

Covers all areas of psychology since 1806. Provides citations, abstracts and some full-text of articles, books, book chapters and dissertation from more than 1300 international journals in psychology and related fields. Tutorial

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

Indexes over 11,000 international journals in the sciences, social sciences, and arts and humanities. Titles of the print equivalent are: Arts and Humanities Citation Index, Book Citation, Science Citation Index, and Social Sciences Citation Index. Coverage runs from 1975 to the present. Basic truncation symbol is the asterisk(*).

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. Information includes advertising expenditures by media, video campaigns, and social media activity. Currently licensed for two simultaneous users.
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Advertising age encyclopedia of advertising

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 the Mediamark Reporter to find target audiences for marketing campaigns, advertising, and new product research. Licensed by the the School of Journalism and Mass Communication and requires registration--see the instructions for Setting Up Your MRI Account. For an overview of how how to find data, view this MRI Tutorial. 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. Simmons data can be used for advertising campaigns, market research, and business plans for new products. Search by brand name or product category in order to cross tabulate against demographic indicators such as age, income, and education. Academic license restricted to 5 simultaneous users along with an embargo of 2 years for current survey data. See this Simmons Tutorial to learn how to select, compile, and interpret data.

Public Opinion Resources

iPOLL Databank is a database from the Roper Center for Public Opinion Research that allows searching of datasets from 150 polling organizations that include all major survey firms, academic, commercial, and media polls. More than one-half million questions and answers to politics, crime, politics to diplomacy to social behavior from 1935 to present

Statistics and Data

Data Resources

This digital subscription to Advertising Age contains the archives for past issues and access to the AdAge Datacenter. Search for articles or consult the Datacenter to find rankings and statistics about media companies and advertising agencies.

Find media spending and advertising expenditures by company, brands, products, or industries. Need help creating a report? Contact the Journalism Librarian, consult the Adspender User Manual, or view this demo. .

Library Information

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