316.28
C22
Carl, H. Botan
Strategic Communication Theory and Practice: The
Cocreational Model [Текст] : Textbook / H. Botan Carl, 1st Edition.
- USA : Wiley-Blackwell, 2017. - 256 p. -
ISBN
978-047-06745-74; 978-04706-74-581 : Б. ц.
Кл.слова (ненормированные):
Audience --
Information Technology --
Markets --
Social Media --
Strategic
Communication Theory and Practice
Аннотация: A guide to strategic communication that can be
applied across a range of subfields at all three levels―grand
strategic, strategic, and tactical communication Communication 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.
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