The handbook of strategic communication /
"Strategic communication (SC) is an increasingly popular term in business and higher education. In fact, it has become a wide-spread term used by millions. Unfortunately, this number includes many who do not understand what SC is and many more who consciously choose to use the term as a simple...
| Other Authors: | |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
Hoboken, NJ :
John Wiley & Sons, Inc.,
2021.
|
| Series: | Handbooks in communication and media.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | "Strategic communication (SC) is an increasingly popular term in business and higher education. In fact, it has become a wide-spread term used by millions. Unfortunately, this number includes many who do not understand what SC is and many more who consciously choose to use the term as a simple marketing gimmick to make justify charging more for their services or products. This makes a volume such as this all the more important to explain and give examples of what SC really is, how it is practiced at the professional level, and how it is taught in the leading universities in the U.S. and other countries. Being strategic in communication means first researching both the groups of people we call publics and then our clients, as well as their sometimes very complex mutual relationship. Second, we develop and implement evidence-based communication plans for improving or modifying those relationships. Practiced at its best, SC employs both elements of social scientific research and of experience and judgement. Thus, the best SC practitioners are those who learn to become comfortable with a mixture of both rigorous research and a deep respect for experience and the "feel" for how groups and individuals think and behave. This, then, is the unifying thread of this book, valuing and using both rigorous research and a feel for the subjective humanistic aspects inherent in the relationships between organizations and their publics"-- |
|---|---|
| Physical Description: | 1 online resource (vii, 384 pages) : illustrations (some color) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781118857205 1118857208 1118857038 9781118857236 1118857232 9781118857243 1118857240 9781118857038 |