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.
Publisher: Taylor & Francis Ltd
Number of pages: 160
Weight: 363 g
Dimensions: 235 x 159 mm
"It is an admirable text that brings together theories from a number of fields. Indeed, the book is a veritable smorgasbord of interesting and relevant concepts. It rattles through them at a rapid rate, all within broad reflective, critical and holistic perspectives."
Kevin Ruck, Co-founder of PR Academy and the author of Explroing Internal Communication (Routledge)
"I think this book would be an excellent resource for anyone who wants a universal look at the practice of strategic communication." Linda Davies, TechComm
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