This forward-thinking Handbook advances research and practice in public communication, bridging theory, methodology and application. Its interdisciplinary approach utilizes frameworks, tools and evidence-based insights to understand and evaluate communication processes across diverse societal contexts.
Jonathan Matusitz brings together expert authors to examine public communications theoretical foundations and research methods, discussing core frameworks such as the Transactional Model of Communication and outlining key strategies for addressing crises. Chapters consider crisis communication and technological advancements, with case studies covering topics including lessons learned from the COVID-19 pandemic and decolonizing digital access in Sub-Saharan Africa. The Handbook introduces and advocates for new research, highlighting emerging digital trends and ethical imperatives in an age of misinformation, AI and algorithmic curation.
This Research Handbook on Public Communication provides a comprehensive overview of the field for students and scholars of communication studies, sociology, political science, psychology and media studies. Practitioners in organizational, governmental and nonprofit sectors will find the book useful for adapting to digital transformations.
Arvustused
This Research Handbook offers an accessible and comprehensive overview of the theories, methods, practices and complex contexts for public communication. The book is a must-have resource for researchers and practitioners and will represent a staple reference text for the foreseeable future. -- Darren Lilleker, Bournemouth University, UK This is a timely Handbook that casts a wide net on state-of-the-art scholarship in public communication. The breadth of topics and perspectives, as well as the comprehensive approach to theories, models and practices are superb. An essential reference for communication research and education. -- Silvio Waisbord, The George Washington University, USA
Contents
Introduction to Research Handbook on Public Communication 1
Jonathan Matusitz
PART I THEORETICAL FOUNDATIONS OF PUBLIC COMMUNICATION
1 The importance of theories in public communication 12
Jonathan Matusitz
2 The receiver as an active perceiver: a new (inter)medial ecological
approach 27
Eleni G. Timplalexi
3 The transactional model of communication: a framework for exchanging
public health messages 43
James O. Olufowote
4 Image repair theory for improving corporate reputation 55
William L. Benoit
5 The environmental domaincategoryoutcome framework for proenvironmental
campaigns 67
Lindsay B. Miller and Ronald E. Rice
6 Uses and gratifications theory in contemporary public communication: a
framework and case applications 84
Julio-César Mateus, Laura Leon, Diego Vásquez-Cubas and Lizardo
Vargas-Bianchi
PART II RESEARCH METHODS IN PUBLIC COMMUNICATION
7 In-depth qualitative research for communication practitioners 97
Jonathan Matusitz
8 Quantitative research methods to assess public communication initiatives
114
Gerdien de Vries
9 Innovative models and approaches for optimal public communication 130
Jim Macnamara
10 A classification of research methods to analyze the evolution of global
communication practices 150
David O. Oyekunle, Florence Olojede, Olutola Osadugba, Victor A.
Adekunle and Ugochukwu O. Matthew
11 New approaches to examine attitude change and social influence 169
Thomas I. Vaughan-Johnston and Benedict Holden
12 Navigating the disinformation ecosystem: concepts, actors, methods, and
challenges 185
Serena Giusti and Elisa Piras
PART III CRISIS COMMUNICATION AND ISSUES IN EMERGENCY
MANAGEMENT
13 Crisis communication: an updated examination 202
Ryan P. Fuller, Robert R. Ulmer and Andrew S. Pyle
14 More than debunking misinformation: a holistic communication model for
public authorities. The case of electromagnetic fields and 5G in Germany 218
Kerstin Dressel, Larissa Drescher, Katja Aue, Tobias Eder, Georg
Groh and Jutta Roosen
15 Strategic communication in emergency management 237
Jonathan Matusitz
16 Enhancing public communication messages in the digital era: lessons from
the COVID-19 pandemic 252
Bobi Ivanov, Kimberly A. Parker and Amanda Slone
17 Leveraging digital twin technology for emergency management and
disaster communication 268
Arthur Huang and Jonathan Matusitz
18 Proactive conflict management: role of leadership and HRM practices in
times of a significant crisis 282
Ashish Malik, Paresh Wankhade and Swetketu Patnaik
19 Ethical dilemmas of government censorship during a global crisis 296
William J. Brown and Mary E. Myers
PART IV NEW TRENDS IN SOCIAL MEDIA AND DIGITAL
COMMUNICATION RESEARCH
20 The role of new media technologies in citizen participation 311
Sissel Hovik and Sveinung Legard
21 Digital communication and media linguistics 327
Marina Bondi and Matteo Di Cristofaro
22 A classification of social media influence 343
Aubree A. Herman, Mackenzie K. Mickavicz and Narissra M.
Punyanunt-Carter
23 Decolonizing digital access in sub-Saharan Africa: from digital savior
complex to digital solidarity 360
Doris Wesley
24 Cross-cultural digital communication in the Global South: introducing the
postcolonial participatory digital communication (PPDC) framework 376
Jonathan Matusitz
25 Understanding jihadist public communication strategies in the recruitment
and radicalization of children: ISIS as a case study 392
Flora Khoo
PART V PUBLIC COMMUNICATION IN THE FUTURE: ETHICAL
CONSIDERATIONS
26 Overcoming public communication problems in the 21st century: strategies
between control and trust 414
María S. Segura
27 Trolls and coarseness in communication: any hope for the future? 428
Eric M. Kramer
28 In defense of humanism against robocolonialism: a postcolonial approach
to future communication with autonomous humanoid robots 447
Do Kyun D. Kim and Sejin Kim
29 Privacy concerns in digital public communication 462
Asma Sifaoui, Laura F. Bright and Matthew S. Eastin
30 Artificial intelligence in public relations: a review and research agenda
478
Anne Gregory, Alexander Buhmann and Vilma Luoma-aho
31 Virtual reality in diplomatic relations: opportunities and challenges for
practitioners 492
Najwa AlSaeed
Edited by Jonathan Matusitz, Professor, Nicholson School of Communication and Media, University of Central Florida, USA
