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This new edition provides a comprehensive overview of current
theory and research written by the top theorists and researchers in
each area. It has been updated to address the growing influence of
technology, changing relationships, and several growing integrated
approaches to communication and includes seven new chapters on:
Digital Media Media Effects Privacy Dark Side Applied Communication
Relational Communication Instructional Communication Communication
and the Law The book continues to be essential reading for students
and faculty who want a thorough overview of contemporary
communication theory and research.
The world of business is constantly changing, as is the role of the
corporate communicator. This volume adds to the Business Expert
Press series on public relations edited by Don W. Stacks and Donald
K. Wright by explicating the new role of the senior corporate
communicator officer, the CCO, in an ever-expanding world of
international corporations. The volume is based on an explication
of corporate communication that sees the role of corporate
communication as engaging an enterprise's internal and external
stakeholders. It also posits that today's business communication
challenges go beyond the corporate and into the enterprise-that is,
communication's role has expanded into the level of the enterprise.
The proposed book will utilize the talent of senior CCOs of the
Arthur Page Society, an organization of over 600 of the world's
leading senior communication officers. Focus will be on several
important elements of successful enterprise communication: building
and maintaining reputation and trust, creating corporate character,
authentic stakeholder engagement, and based on new research how the
role of communication in the enterprise is changing the future
CCO's responsibilities and duties. The book has several goals and
objectives. First, to provide the latest in thinking about the role
and functions of corporate communication in enterprise success.
Second, to help CEOs and other C-Suite executives understand how
they can work effectively with the CCO to build corporate character
and stakeholder advocacy. Third, provide a resource for classes in
corporate communication to help them prepare about the reality of
the new enterprise communications. Along with these goals are
several objectives. First, to explicate the new realities of
enterprise communication in such a way that it is readily
accessible to a number of readers, including students, CCOs, the
communication team, CEOs, CMOs, CFOs, CHROs, CIOs and so forth.
Second, to set the baseline for new thinking on enterprise
communications. Third, to provide factual examples of corporate
communication that explicate the case being made across the book.
To do this the book will be written by both academic and
professional members of the Arthur W. Page Society. Each chapter
will have at least one academic and one or more professionals whose
expertise brings home the strategic value of enterprise
communication as well as its practice. As with the entire series,
the academic brings to the book the strategic theories employed
across enterprise communications and the professional brings home
both actual practices and cases.
Thousands of public relations (PR) students and professionals have
relied on this authoritative text to understand the key role of
research in planning and evaluating PR campaigns. Revised and
expanded to reflect today's emphasis on standards-based practice,
the third edition has a heightened emphasis on setting baselines,
creating benchmarks, and assessing progress. Stacks presents
step-by-step guidelines for using a wide range of qualitative and
quantitative methods to track output, outtakes, and outcomes, and
shows how to present research findings clearly to clients. Every
chapter features review questions and a compelling practice
problem. PowerPoint slides for use in teaching are provided at the
companion website. Instructors requesting a desk copy also receive
a supplemental Instructor's Manual with a test bank, suggested
readings, and case studies. New to This Edition: *Chapter on
standardization, moving beyond the prior edition's focus on best
practices. *Chapter on different types of data sets, with attention
to the advantages and disadvantages of using Big Data. *Addresses
the strategic use of key performance indicators. *Covers the latest
content analysis software. Pedagogical Features: *Each chapter
opens with a chapter overview and concludes with review questions.
*End-of-chapter practice problems guide readers to implement what
they have learned in a PR project. *Appendix provides a dictionary
of public relations measurement and research terms. *Supplemental
Instructor's Manual and PowerPoint slides.
This new edition provides a comprehensive overview of current
theory and research written by the top theorists and researchers in
each area. It has been updated to address the growing influence of
technology, changing relationships, and several growing integrated
approaches to communication and includes seven new chapters on:
Digital Media Media Effects Privacy Dark Side Applied Communication
Relational Communication Instructional Communication Communication
and the Law The book continues to be essential reading for students
and faculty who want a thorough overview of contemporary
communication theory and research.
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