Strategic communication : an introduction /
| Main Authors: | , |
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| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Abingdon, Oxon ; New York, NY :
Routledge,
2018.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of illustrations; Preface; Introduction; Reflexivity; A close relation; An increasing interest in communication; Top management and communication; Brands and communication; Services, intangible values and communication; Integrated communication; A need of more knowledge in communication; The problematic internal communication; The eternal hunt for status; The importance of strategic communication; PART I: Fundamentals; 1. What is communication?; The transmission perspective; The ritual perspective; Both perspectives matter.
- Theories of communicationThe characterization of publics and the transformation of the public sphere; Asymmetry, symmetry or both; Strategic and communicative action; Dialogues, discussions, and debates; 2. What is strategy?; Tactics and strategy; Strategic schools and strategic perspectives; Whittingtonâ#x80;#x99;s typology of strategies; Summary of perspectives; Practical use in strategic communication; Consequences for communication practice; Concluding reflections; 3. What is strategic communication?; The traditional research fields; An ambition to break traditional borders.
- Strategic communication as a knowledge and research fieldStrategic communication as a practice; Research journals within the field; On becoming a reflexive practitioner; PART II: Communication processes and organizations; 4. Society, social change and strategic communication; Modernity: Rationalism, objectivity and individualism; Late modernity; 5. Organizational identity and culture; Three building blocks; Hierarchical communication; Mass media communication; Informal communication; Employees as ambassadors; Transmission communication is alive!; What communication strategies are used?
- Some advice; Change and crisis communication; Organizational changes; Crisis communication; Handling a changing and complex world; 7. Mediatization: From traditional to social media; Special or general interest?; News value; Sources and journalists; Strategies for sources; PART III: Future developments; 8. Reflections and the communicative organization; Communication trends; Forward-looking reflections; The communicative organization; References; Index.