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Strategic Communication Theory and Practice: The Cocreational Model [Minkštas viršelis]

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(George Mason University)
  • Formatas: Paperback / softback, 256 pages, aukštis x plotis x storis: 244x188x18 mm, weight: 454 g
  • Išleidimo metai: 01-Dec-2017
  • Leidėjas: Wiley-Blackwell
  • ISBN-10: 047067458X
  • ISBN-13: 9780470674581
Kitos knygos pagal šią temą:
Strategic Communication Theory and Practice: The Cocreational ModelDidesnis paveikslėlis
  • Formatas: Paperback / softback, 256 pages, aukštis x plotis x storis: 244x188x18 mm, weight: 454 g
  • Išleidimo metai: 01-Dec-2017
  • Leidėjas: Wiley-Blackwell
  • ISBN-10: 047067458X
  • ISBN-13: 9780470674581
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780470674581.html
Raktažodžiai:
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.

As the author explains, the term "strategic communication" properly refers only to the planned campaigns that grow out of research and understanding what publics think and want. This vital resource answers the questions of whether, and how, strategic-level skills can be used across fields, as it:

Explores the role of theory and the cocreational meta-theory in strategic communication

Outlines ethical practices and problems in the field

Includes information on basic campaign strategies

Offers the most recent information on risk communication, preparedness and terrorism communication, and employment in strategic communication

Redefines major concepts, such as publics, from a cocreational perspective

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.

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.

As the author explains, the term "strategic communication" properly refers only to the planned campaigns that grow out of research and understanding what publics think and want. This vital resource answers the questions of whether, and how, strategic-level skills can be used across fields, as it:

  • Explores the role of theory and the cocreational meta-theory in strategic communication
  • Outlines ethical practices and problems in the field
  • Includes information on basic campaign strategies
  • Offers the most recent information on risk communication, preparedness and terrorism communication, and employment in strategic communication
  • Redefines major concepts, such as publics, from a cocreational perspective
List of Figures and Tables xv
Foreword xvii
Overview of the Book xix
Part I: Elements
xix
Part II: Strategies
xx
Part III: New Challenges
xx
Part I Elements 1(98)
1 Strategic Communication Concepts
3(22)
Summary
3(1)
Strategic Communication Is Big and Getting Bigger
3(3)
Employment in SC
4(1)
SC on the Internet
4(2)
Organization and Goal of This Book S
Communication as Constitutive
6(1)
Role of information
6(1)
General Definition and Role of SC
7(2)
Tree metaphor of strategic communication as a gestalt
8(1)
Grand Strategy, Strategy and Tactics
9(16)
History
9(2)
Analoguing
11(2)
Specifically measurable outputs
12(1)
Level of analysis
12(1)
Grand Strategy
13(1)
Strategy
13(1)
Tactics
14(1)
Relationship of Grand Strategy, Strategy and Tactics
14(1)
Generic Grand Strategies
15(1)
Background
16(1)
Intransigent Grand Strategy
16(4)
Environment
16(1)
Change
16(3)
Publics
19(1)
Issues
19(1)
Research
19(1)
Communication
19(1)
Practitioners
19(1)
Resistant Grand Strategy
20(1)
Environment
20(1)
Change
20(1)
Publics
20(1)
Issues
20(1)
Research
21(1)
Communication
21(1)
Practitioners
21(1)
Partnership Grand Strategy
21(1)
Environment
21(1)
Change
22(1)
Publics
22(1)
Issues
22(1)
Research
22(1)
Communication
22(1)
Practitioners
22(1)
Cocreational Grand Strategy
22(1)
Environment
23(1)
Change
23(1)
Publics
23(1)
Issues
23(1)
Research
23(1)
Communication
23(1)
Practitioners
23(1)
Change in Grand Strategies
23(2)
2 Theory in SC and the Cocreational Metatheory
25(30)
Summary
25(1)
Introduction
25(9)
Metatheory
25(1)
What Theory Is
26(1)
Minima for a Theory
27(1)
Kinds of Theories
28(1)
Formal and Informal Theory
28(1)
Less Formal Types of Theory
28(4)
Commonsense or everyday theory
29(1)
Lay or naive theory
29(1)
Thought experiments
30(1)
Positive and negative effects of lay theories
31(1)
More Formal Types of Theory
32(2)
Practice-based theories
32(1)
Scientific theories
33(1)
Theory and Practice
34(3)
Experience versus Theory
34(1)
Learning from Established Fields
35(1)
Experience-Theory Link in SC
36(1)
Schools of Thought, Metatheory and Paradigms in SC
37(3)
Epistemology of SC
38(1)
Ontology
39(1)
Axiology
40(1)
Cocreational Metatheory in SC
40(7)
Background
40(2)
Lineage
41(1)
Positioning Cocreational Metatheory in SC
42(5)
Sequencing schools of thought in SC by metatheory and metaphor
43(1)
Instrumental school
44(1)
Modern/social scientific
45(2)
Cocreational Molecule and Model
47(8)
Components of Cocreational Molecule
47(5)
Circle 1: Publics starting point
48(1)
Box 2: Strategic research and information inflow
49(1)
Box 2A: Strategic information outflows
49(1)
Box 2B: Experience
50(1)
Box 3: Campaign planning
50(1)
Box 4: Campaign implementation
50(1)
Circle 5: Acceptance and interpretation of campaign messages
51(1)
Circle 6: New meaning cocreation
51(1)
Circle 7: Assessment and progress
51(1)
Levels of Evaluation
52(1)
Category 1
52(1)
Category 2
52(1)
Category 3
52(1)
Limitations of the Cocreational View in Evaluation
53(2)
3 Stakeholders, Publics, Customers, Markets and Audiences
55(20)
Summary
55(1)
Introduction
56(2)
Labels and Subfields Are Important
56(1)
Practitioner or professional, scholar or academic
57(1)
Organization of the
Chapter
57(1)
Different Ways Subfields of SC Think about the Groups We Communicate With
58(8)
Stakeholders
58(1)
Public
58(3)
Customer
61(1)
Markets and Marketing Communication
62(2)
Audiences
64(2)
Publics versus audiences
64(1)
Attributes of audiences
65(1)
Segmentation and Functions of Publics
66(4)
History of Segmentation
66(1)
Standardized or A Priori Terms
67(1)
Most important publics: target, critical, primary and crucial
68(1)
Other a priori publics: active, passive, latent, secondary and potential
68(1)
Campaign-Specific or Customized Segmentation
68(1)
Altruistic Campaigns and Benefited Publics
69(1)
Process in Publics
70(5)
Instrumental School View of Publics
71(1)
Humanistic View of Publics
72(4)
Humanism in communication in SC
72(1)
Language use
72(1)
Semiotics and publics
73(1)
Humans make choices
74(1)
4 Strategic Communication Ethics
75(24)
Summary
75(1)
Introduction
76(6)
Cocreationality and Ethics
76(1)
Parable of the Pig Perfumer
77(1)
Ethics, Morality and Law
77(4)
Ethics
77(1)
Two challenges to current codes
78(1)
Morality
79(1)
Law
79(2)
Need for an SC-Specific Ethical Code
81(1)
Golden age of strategic communication?
81(1)
Ethical issues facing strategic communication
81(1)
Current Ethical Thought in SC and Its Subfields
82(5)
Current Formal Codes of Ethics in SC Subfields
82(3)
Disagreements in codes of ethics
84(1)
Agreements in codes of ethics
85(1)
Hired Gun or Mercenary
85(1)
Attorney in the Court of Public Opinion
85(1)
Other Ethical Models and Ongoing Questions
86(1)
Adapting to publics
86(1)
Cocreational Approach to Ethics
87(7)
Human Nature View of Ethics
88(3)
Image in strategic communication
89(1)
I-images and h-images
89(1)
Interpretive communities in strategic communication
90(1)
Monologic and dialogic campaigns
90(1)
Socially Responsible Strategic Communication (SRSC)
91(2)
Agency in socially responsible strategic communication
91(1)
Socially necessary information
92(1)
Social responsibility in practice
92(1)
Cocreational Code of Ethics for Strategic Communicators
93(1)
Grand strategic, strategic and tactical implications for ethics
93(1)
Application of Cocreational Ethics
94(7)
Cocreational Ethical Codes Disrupt Old Views of Ethics in SC
94(1)
Cocreational View of Ethics Applied to Pledges
95(1)
Sample Ethics Pledges for Communicators and Organizations
95(2)
Application: Cocreational View of Ethics Applied to Political Discourse
97(2)
Part II Strategies 99(54)
5 Issues, Issues Management and Crises
101(16)
Summary
101(1)
Introduction and History
102(1)
Issues management
102(1)
Managing versus Cocreating Issues
102(1)
Issues and Problems
103(2)
Issues
103(1)
Other Cocreators
104(1)
Problems versus Issues
104(1)
Life Cycle of an Issue
105(2)
Up the Time Stream
105(1)
Attrition of Issues
106(1)
Stages of an Issue
107(8)
Pre-Issues and Environmental Scanning
107(1)
Stage One: Embryonic Issues
108(1)
Stage Two: Open Issues
109(1)
Stage Three: Mature Issues
110(5)
Normal mature issues
110(1)
Crises
111(1)
Strategic versatility and strategic ambiguity
112(1)
Surprise in crises
113(1)
Truth in a crisis
113(1)
Meta-crises or secondary crises
114(1)
Lurking Issues
115(1)
Conclusion
115(2)
6 Basic Theories of Strategic Communication
117(20)
Summary
117(1)
Introduction
117(2)
Basic Theory in SC
117(1)
Challenge
118(1)
Coorientation Theory
119(3)
Background
119(1)
Concepts in Coorientation Theory
120(1)
Evaluation of Coorientation
121(1)
Theory boxes explained
121(1)
Sense-Making Theory
122(4)
Background of Sense-Making
122(1)
Concepts in Sense-Making Theory
122(2)
Caveat on misapplying theories
123(1)
Application in SC
124(1)
Evaluation of Sense-Making Theory
125(1)
Attribution Theory
126(4)
Background of Attribution Theory
126(1)
Concepts of Attribution Theory
126(1)
Applications of Attribution Theory
127(3)
Fundamental attribution error
128(1)
Self-serving bias
129(1)
Evaluation of Attribution Theory
130(1)
Trust
130(3)
Background of Trust
130(1)
Concepts in Trust
130(2)
Measurement of Trust
132(1)
Applications of Trust
132(1)
Evaluation of Trust
133(1)
Persuading versus Informing
133(4)
Non-Persuasive and Persuasive Subfields
133(5)
Background of non-persuasive SC
134(1)
Academic non-persuasive SC
135(1)
SC as a motivated practice
135(2)
7 Risk and Preparedness Communication
137(16)
Summary
137(1)
Introduction
137(1)
The Cocreational View of Risk Communication
138(5)
Two Components of All SC
139(2)
Social-Emotional Dimension of Risk
141(1)
Cocreational Model of Risk Communication
141(2)
Traditional Risk and Disaster Preparedness Communication
143(8)
Emergency communication
143(1)
Disaster communication
143(1)
Preparedness Communication
143(1)
Readiness communication
144(1)
Terrorism communication
144(1)
The Cocreational View
144(2)
Understanding Risk Analytically and Experientially
146(2)
Assumption of rationality
146(2)
State Emergency Operations Plans
148(2)
Natural Disasters and the Environmental Risks
149(1)
Human-Caused Disasters
149(1)
Expert-Media Relations
150(1)
Quasi-Scientific Explanations
150(1)
Costs to Publics
151(1)
Conclusion
151(2)
Part III New Challenges 153(44)
8 Social Media and New Information Technology
155(12)
Summary
155(1)
Introduction
155(1)
Interconnected Publics and the Cocreation of Meaning
156(3)
Social Media-Cocreation Nexus
156(1)
Mass Media and Social Media
157(1)
Blessings and Curses
158(1)
Key Attributes of New Media
159(2)
Interactivity
159(1)
Demassification
159(1)
Asynchronicity
160(1)
Up the Time Stream with Social Media
160(1)
Success Rates of SC Campaigns
161(2)
The Free Lunch and the Changing of the Guard
163(4)
Shrilling of Public Discourse
165(2)
9 International and Intercultural Strategic Communication
167(8)
Summary
167(1)
Cocreational View of International and Intercultural Strategic Communication
167(2)
Intercultural and Cross-Cultural Models
168(1)
Ethnocentric and polycentric models
169(1)
Ontological knowledge
169(1)
Planning, Evaluation and Ethics in Intercultural SC Campaigns
169(5)
Lens and Mirror
170(1)
Matrix
170(3)
Background of the matrix
171(1)
Four factors of the matrix
171(1)
Matrix and cocreationality
172(1)
Public Diplomacy as International/Intercultural SC
173(1)
Conclusion
174(1)
10 Strategic Communication in Terrorism and Counterterrorism: The Missing Narrative
175(22)
Summary
175(1)
Introduction
175(1)
Terrorism as Strategic Communication
176(11)
Meaning and Strategic Communication Purpose of Terrorism
177(1)
Terrorism's Critical Publics
178(1)
View of the Role of Mass Media in Terrorism
178(2)
Effects of media coverage of terrorism
179(1)
Terrorism's use of pseudo-events
179(1)
Narrative Featured in Terrorist Strategic Communication
180(4)
Narrative as storytelling
183(1)
Narrative, naming and framing
183(1)
Cyberterrorism and the New Media
184(1)
Cocreational View of Terrorism Communication
185(2)
Strategic content in terrorist communication
186(1)
Counterterrorism Strategic Communication
187(7)
Introduction
187(1)
Narrative in Counterterror Strategic Communication
188(1)
Law of the Instrument
189(4)
No horse in the race
190(1)
Overdependence on military-legal-expert responses
191(2)
Mass Media Limitations in Counterterrorism
193(1)
Conclusion
194(3)
References and Further Reading 197(26)
Index 223
Carl Botan is a Professor of Communication at George Mason University. He teaches undergraduate courses in Public Relations and graduate courses in Public Relations Theory, Research Methods, Introduction to Graduate Studies, International Relations, and Strategic Communication.