Die vollstandig uberarbeitete und aktualisierte Neuauflage des deutschsprachigen Standardwerks zur Unternehmenskommunikation zeigt, wie Kommunikation zum wirtschaftlichen Erfolg beitragt, die Fuhrung unterstutzt, Handlungsspielraume schafft, Beziehungen aufbaut und die Reputation steigert. Die verstarkte Transparenz wirtschaftlichen Handelns im Zeitalter von Social Media und die Herausforderungen internationaler Kommunikation in Echtzeit stellen klassische Konzepte des Kommunikationsmanagements vor Herausforderungen. Strategien, Organisationsformen und Instrumente mussen neu konfiguriert werden. Das Handbuch Unternehmenskommunikation gibt Antworten. Es verbindet betriebswirtschaftliches Know-how mit kommunikationswissenschaftlichen Konzepten und Erfahrungen aus der Unternehmenspraxis. Vorstande und Geschaftsfuhrer sowie Entscheider in Public Relations, Marketing, Interner Kommunikation und Finanzkommunikation erhalten in annahernd 70 Beitragen einen umfassenden Einblick in Theorie und Praxis der Unternehmenskommunikation."

The goal of Public Relations and Strategic Communication is to bring public relations and communication theories to life. Public relations is a hugely diverse profession in terms of its functions, publics and stakeholders. However, it is the multi-faceted nature of the profession that has resulted in it becoming an essential part of organisations in a range of industries. Advanced skills in relationship management, communication and reputation management are required in every organisation and have become even more important with the rapid evolution of digital technologies such as social media. Public Relations and Strategic Communication aims to educate readers about this ever-changing landscape through the clear explanation and practical application of theory. Throughout this text, public relations and communication theories have been dissected, critically analysed and explained in clear language using contemporary Australian examples. Each theory is also demonstrated in its entirety, particularly focusing on how it underpins core public relations functions. This approach aims to teach public relations students theoretical concepts from a micro and macro level. The incorporation of interviews with industry practitioners also provides students with further insight into the realities of public relations and strategic communication as a profession. Public Relations and Strategic Communication aims to make theory accessible and interesting by taking a storytelling approach to ensure readers remain engaged throughout their learning journey. The intention is that this text sparks with students an ongoing curiosity about public relations and communication theory and the profession overall.

The Untold Power: Underrepresented Groups in Public Relations fills a glaring void in public relations history by chronicling the practices and scholarship contributed by members of ethnically and racially underrepresented groups.The evolution and advancement of public relations have been recorded and taught as an integral part of the communications curriculum, but the stories of these trailblazers went untold. The text offers snapshots of past, present, and future endeavors with the hope that the reader will be inspired, reflective, and proactive. Everyone from students to seasoned professionals will learn of individual and group challenges and triumphs in academia, the workplace, and society.

This book takes a people-first approach to social media that centers on how to best communicate with others using the social media platforms. Facebook, Instagram, LinkedIn, Pinterest, Twitter, Tik Tok-the one thing that unites them all is that they are used by people, real human beings. Too often today, marketers are focused on algorithms and analytics instead of simply trying to help their company meaningfully connect with the humans that are going to help them grow. This book takes a people-first approach to social media that centers on how to best communicate with others using the social media platforms. While each and every social network changes constantly, this underlying approach never will. By ensuring that people are first in all social media strategies, marketers will deliver more value to their companies and the people they serve.

Getting, keeping, and using attention is one of the hardest and most important challenges for marketers today. People's attention is being pulled in a million different directions by social media, podcasts, TV, Facebook/Instagram, family, friends, politics, the list goes on. Marketing veterans Cassandra Bailey and Dana Schmidt have developed a simple model that any business or nonprofit can use to identify which types of attention they need and create plans to go get them. In a step-by-step process, the authors outline the five types of attention, six potential audiences, three parts of messaging, five kinds of content, four bridges to move people, and a surround sound approach to pull it all together. The result is the one thing all brands need today: Sustained attention from the people who matter most.

Crisis Communication Reader provides students with a carefully selected collection of articles to help them better understand the heritage and practice of crisis communication. The anthology defines the discipline and provides a framework to understand how contemporary public relations professionals anticipate, react, and deploy crisis communication approaches. Unit I introduces readers to the discipline, presents respected theories of crisis communication, including Situational Crisis Communication Theory, and offers strategies for time management and communication approaches to protect an organization's reputation during crisis. Unit II underscores the importance of crisis communication plans and shows readers how to assess various stakeholders at risk during a crisis. The readings also explore the impact of technology and web-enabled communication in crisis communication situations. The final unit focuses on assessment and features readings that address image repair and how to restore stability in the aftermath of a crisis. Engaging case studies help readers learn from real-world examples and consider the implications of both national and local perspectives on crisis communication. Each unit includes editor introductions and post-reading questions to enrich the student learning experience and encourage greater levels of retention and participation. Crisis Communication Reader is an ideal resource for courses and programs in communication and public relations.

Public Relations, Society and the Generative Power of History examines how histories are used to explore how the past is constructed from the present, how the present is always historical, and how both past and present can power imagined futures. Divided into three distinct parts, the book uses historical inquiry as a springboard for engaging with interdisciplinary, critical and complex issues in the past and present. Part I examines the history of corporate PR, the centrality of the corporation in PR scholarship and the possibility of resisting corporate hegemony through PR efforts. The theme of Part II is 'Historicising gender, ethnicity and diversity in PR work,' focusing on how gendered and racialised identities have been constructed and resisted both within the profession and through the result of its work. Part III engages with 'Histories of public relations in the political sphere,' bringing together work on the different ways in which public relations has evolved in changing political contexts, both formally as a function within political institutions and in the context of contributions to broader narratives of nationalism and identity. Featuring contributions from leading academics, this book challenges traditional PR historiography and contests the 'lessons' derived from existing literature to address the implications of key areas of critically engaged PR theory. This volume is a valuable teaching resource for upper-level undergraduates and postgraduates studying public relations, strategic communications, political communication and organisational communication.