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A guide to strategic communication that can be applied across a range of subfields at all three levels-grand strategic, strategic, and tactical communicationCommunication is a core function of every human organization so when you work with communication you are working with the very core of the organization. Written for students, academics, and professionals, Strategic Communication Theory and Practice: The Cocreational Model argues for a single unified field of strategic communication based in the three large core subfields of public relations, marketing communication, and health communication, as well as strategic communicators working in many other subfields such as political communication, issues management, crisis communication, risk communication, environmental and science communication, social movements, counter terrorism communication, public diplomacy, public safety and disaster management, and others. Strategic Communication Theory and Practice is built around a cocreational model that shifts the focus from organizational needs and the messages crafted to achieve them, to a publics-centered view placing publics and their ability to cocreate new meanings squarely in the center of strategic communication theory and practice. The author-a noted expert in the field-outlines the theories, campaign strategies, common issues, and cutting edge challenges facing strategic communication, including the role of social media, ethics, and intercultural strategic communication.

Communication in organizations. --- LANGUAGE ARTS & DISCIPLINES / Communication Studies. --- Communicatie: bedrijven --- Public relations.

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Advertising. Public relations --- Public relations --- Public Affairs --- Crisismanagement --- Verantwoord ondernemen --- Theorieën --- Trends --- Public relationstheorieën --- #SBIB:309H252 --- Business --- Industries --- PR (Public relations) --- Advertising --- Industrial publicity --- Mass media and business --- Propaganda --- Publicity --- Externe communicatie (incl. public relations) --- Lobbying --- Maatschappelijk Verantwoord Ondernemen --- Theorie --- Trend --- Verpleegkunde --- Verplegingswetenschap

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"This important book chronicles, responds to, and advances the leading theories in the public relations discipline. Taking up the work begun by the books Public Relations Theory and Public Relations Theory II, this volume offers completely original material reflecting public relations as practiced today. It features contributions from leading public relations researchers from around the world who write about new developments in the field. Important subjects include: a turn to more humanistic, social, dialogic and cocreational perspectives on public relations; changes in the capacity and use of new information technologies; greater emphasis on non-Western international and intercultural public relations that takes into account an increasingly politically polarized culture; and issues of ethics that look beyond how clients and the traditional mass media are treated and into much broader questions of voice, agency, race, identity and the economic and political status of publics. This book is a touchstone for advanced undergraduate and graduate courses in public relations theory and a key reference for researchers"--

Public relations.

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316.776 --- Communicatieprocessen --- Communication --- Research --- Methodology. --- 316.776 Communicatieprocessen --- Communication, Primitive --- Mass communication --- Sociology --- Research&delete& --- Methodology