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Strategic Communication: An Introduction to Theory and Global Practice 2nd edition [Pehme köide]

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(Lund University, Sweden), (Lund University, Sweden)
  • Formaat: Paperback / softback, 254 pages, kõrgus x laius: 234x156 mm, kaal: 640 g, 2 Tables, black and white; 8 Line drawings, black and white; 8 Illustrations, black and white
  • Ilmumisaeg: 16-Aug-2022
  • Kirjastus: Routledge
  • ISBN-10: 0367769298
  • ISBN-13: 9780367769291
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Strategic Communication: An Introduction to Theory and Global Practice 2nd editionSuurem pilt
  • Formaat: Paperback / softback, 254 pages, kõrgus x laius: 234x156 mm, kaal: 640 g, 2 Tables, black and white; 8 Line drawings, black and white; 8 Illustrations, black and white
  • Ilmumisaeg: 16-Aug-2022
  • Kirjastus: Routledge
  • ISBN-10: 0367769298
  • ISBN-13: 9780367769291
Teised raamatud teemal:
Teised raamatud sellest sooduspakkumisest: Taylor & Francis humanitaariaraamatud International Student Editions hindadega
Püsilink: https://www.kriso.ee/db/9780367769291.html
Märksõnad:
This textbook provides an overview of the core concepts, theories and methods in strategic communication, using examples from research and experiences from practice.

Strategic Communication begins by explaining the fundamental concepts related to communication, organizations and strategy, and then explores the communication processes within leadership, reputation, crisis and change. The authors work to present a framework for the future, underpinned by the concept of Communicative Organizations. The content of this 2nd edition has been fully updated to incorporate the latest research and practice examples, including a new chapter on The Future of Strategic Communication. The new edition also features enhanced pedagogical features to aid learning, such as key takeaways, and new international case studies and examples throughout.

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. It is primarily aimed towards Undergraduate students studying Strategic Communication, Corporate Communications, Public Relations and Marketing, as well as reflective practitioners looking to gain a more thorough and applied introduction to the field.

Arvustused

"This book provides a very good overview on the fundamentals of strategic communication. It is very common that Masters students want to follow their studies on strategic communication but dont know the basis and theories of the area. Falkheimer and Heide made an excellent job presenting the beginnings of this new science."

Ivone Ferreira, Assistant Professor at School of Social Sciences, Nova University of Lisbon, Portugal, and Researcher at ICNOVA Research Unit

List of illustrations
ix
Preface xi
Introduction 1(24)
Why is strategic communication important?
2(3)
On strategic communication
5(3)
A research field
6(2)
Two perspectives
8(1)
What's going on? Communication trends in the 2020s
9(3)
The close relationship between communication and organization
12(3)
An increasing interest in communication
15(2)
Strategic communication is integrated communication
17(1)
The eternal hunt for status
18(3)
The structure of the book
21(4)
PART I Fundamentals
25(98)
1 What is communication?
27(38)
The transmission perspective
31(3)
The ritual perspective
34(3)
Both perspectives matter
37(3)
Theories of communication
40(12)
The first communication theory: rhetoric
41(3)
Transmission and mass communication theories
44(4)
Communication as co-creation
48(4)
The characterization of publics and the transformation of the public sphere
52(4)
Asymmetry, symmetry, or both
56(4)
Strategic and communicative action
60(2)
Dialogues, discussions, and debates
62(3)
2 What is strategy?
65(20)
Tactics and strategy
67(3)
Strategic schools and strategic perspectives
70(2)
Whittington's typology of strategies
72(5)
Classical strategy
72(2)
Evolutionary perspective
74(1)
The processual perspective
74(2)
The system perspective
76(1)
Summary of perspectives
77(1)
Practical use in strategic communication
77(4)
Consequences for communication practice - the need for strategic improvisation
81(3)
Concluding reflections
84(1)
3 What is strategic communication?
85(38)
The traditional research fields
88(8)
Public relations
88(3)
Organizational communication
91(2)
Marketing communication
93(3)
An ambition to break traditional borders
96(9)
Integrated marketing communication
98(2)
Public relations and marketing researchers and integrated marketing communication
100(2)
Pros and cons of integrated communication
102(3)
Strategic communication as a knowledge and research field
105(4)
Strategic communication as a practice
109(5)
Research on communication practitioners
110(4)
Research journals within the field
114(4)
On becoming a reflexive practitioner
118(5)
PART II Communication processes and organizations
123(68)
4 Strategic communication in society and marketplaces
125(13)
The world around us
126(2)
Modernity
128(1)
Late modernity
129(2)
Legitimacy and risk
131(2)
From society to market: brands and communication
133(2)
Services, intangible values, and communication
135(3)
5 Organizational identity and culture
138(19)
Three building blocks
140(6)
Hierarchical communication
140(2)
Mass media communication
142(2)
Informal communication
144(2)
Informal communication in a digital workplace
146(4)
Examples of informal communication: the police and the pencils
146(1)
The importance of negative information
147(3)
Employees as ambassadors
150(3)
Transmission communication is alive!
153(1)
What communication strategies are used?
153(2)
Some advice
155(2)
6 Change and crisis communication
157(20)
Organizational changes
158(6)
Dismal and disappointing outcomes
160(1)
Blase personnel
160(1)
Downsizing and lean management
161(2)
Communicating changes
163(1)
Crisis communication
164(8)
Form and content
166(3)
Control and prediction
169(3)
Handling a changing and complex world
172(5)
Complexity absorption in practice
175(2)
7 Mediatization: From traditional to social media
177(14)
Special or general interest?
181(2)
News value
183(3)
Sources and journalists
186(1)
Strategies for sources
187(4)
PART III Future developments
191(32)
8 The future of strategic communication - communication value and the communicative organization
193(30)
Reflexivity
198(3)
Value creation and strategic communication - the Communication Value Circle (CVC)
201(8)
Enable daily operations
205(1)
Build immaterial values
206(1)
Ensure flexibility
207(1)
Adapt the strategy
208(1)
The value of the CVC model
209(1)
Communication trends
209(2)
Forward-looking reflections
211(2)
The communicative organization
213(10)
Developing a communicative logic
220(3)
References 223(24)
Index 247
Jesper Falkheimer and Mats Heide are Professors in Strategic Communication at the Department of Strategic Communication, Lund University in Sweden.