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Strategic Communication : an Introduction

Author: Jesper Falkheimer; Mats Heide
Publisher: London : Taylor and Francis, 2018.
Edition/Format:   eBook : Document : English : First editionView all editions and formats
Summary:
"Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational communication and marketing communication into a holistic framework. The field is based on an awareness of the fundamental  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jesper Falkheimer; Mats Heide
ISBN: 9781315621555 131562155X
OCLC Number: 1019718509
Description: 1 online resource : text file, PDF
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 â#x80;Œ6. 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.
Responsibility: editors, Heide, Mats.

Abstract:

"Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational communication and marketing communication into a holistic framework. The field is based on an awareness of the fundamental importance of communication for the existence and performance of all organizations. This textbook offers a broad insight into the field of strategic communication. The main aim of the book is to give a general overview of theories, concepts and methods in strategic communication. The book also aims to develop an understanding of different perspectives and the consequences each one has for practice. After reading the book the student or reader will be able to define and reflect upon strategic communication as an academic field and professional practice, describe relevant theories and apply these to communication problems. The authors apply a reflective and practice-oriented approach meaning earlier research or theories are not only described, but also discussed from different critical perspectives. A practice-oriented approach means, in this book, that the authors strongly emphasize the role of contexts and situations--where strategic communication actually happens. This book will help business and communications students to not only define and understand a variety of strategic communications theories, but to use those theories to generate communication strategy and solutions."--Provided by publisher.

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