Botan, Carl H.
Strategic Communication Theory and Practice: The Cocreational Model
- ISBN 13:
- 9780470674581
- author:
- Botan, Carl H.
- format:
- Paperback / softback
- publisher:
- John Wiley & Sons Ltd
- language:
- English
- Publication Year:
- 2017
- Pages:
- 256
- Dimensions:
- 24.4 x 18.9 x 1.4 centimetres (0
- Genre:
- Arts & Photography, Language Arts, Communication Studies
- Condition:
- New
- Availability:
- Item usually sent within 20 working days
Description
Strategic Communication Theory and Practice: The Cocreational Model by Carl H. Botan is a comprehensive guide to strategic communication that can be applied across various subfields at different levels. As a core function of every human organization, effective communication is essential when working with any business. The book argues for a unified field of strategic communication based on the three large core subfields of public relations, marketing communication, and health communication, among others. It presents a cocreational model that shifts the focus from organizational needs to a publics-centered view, placing publics' ability to cocreate new meanings at the center of strategic communication theory and practice. By exploring theories, campaign strategies, common issues, and cutting-edge challenges facing strategic communication, including the role of social media, ethics, and intercultural strategic communication, this book provides valuable insights for students, academics, and professionals.
Related Products
Related Products
Strategic Management in the Media: Theory to Practice
Kung, Lucy
Communication in Midwifery: Theory and Practice
Staras, Tania
Community Work: Theory into Practice
Karen
Community Music: In Theory and In Practice
Higgins, Lee
Strategic Business Diagnostric Tools: Theory and Practice
Morrison, Mike