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Strategic Communication - An introduction (Paperback)
Loot Price: R397
Discovery Miles 3 970
You Save: R23
(5%)
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Strategic Communication - An introduction (Paperback)
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List price R420
Loot Price R397
Discovery Miles 3 970
You Save R23 (5%)
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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.
General
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