Full Description
This state-of-the-art textbook provides a wide-ranging foundation to communication management - including corporate communication, public relations, and strategic communication - from an exclusively digital and global perspective.
The book covers the core principles necessary for introductory students of both university and executive programs, with a particular focus on how digital technology is shaping communication management in the increasingly volatile environment. To help bring theories, concepts, and challenges to life, it features captivating real-life stories, case examples and studies, and insightful Q&As with senior practitioners - collectively representing almost 40 organizations (of various types and sizes) from 20 countries across the world. Thought-provoking exercises and critical and reflective questions contribute to a deeper level of understanding of each chapter's topics. These and other pedagogical tools - as well as the newly emerging Digital Media-Arena (DMA) Framework - orient readers with the fast-changing, global, and volatile world of digital communication management. Additionally, the book extensively incorporates emerging topics and future trends in communication management (e.g., digital communication hijacking, misinformation, virtual influencers, and AI-enabled predictive modeling).
This book is designed for courses or modules that cover an introduction to communication management, corporate communication, public relations, and/or strategic communication in communications and business schools. Online resources also accompany the text: an author-created podcast, PowerPoint lecture slides, tutorial/workshop exercises, case studies, reading reflection forms, quizzes, and instructions for assignments (case study, essay, and podcast reflection). Please visit the hyperlink: www.routledge.com/9781032671307
Contents
Foreword 1. Introduction 2. Digital Stakeholder Relations and Issues Management 3. Digital Campaigns and Strategic Communication Planning 4. Digital Reputation and Expectation Management 5. Digital Media and Influencer Relations 6. Digital Marketing Communication and Branding 7.Digital Content Management 8. Digital Crisis and Risk Communication 9. Disinformation and Communication Hijacking 10. Digital Investor Relations 11. Digital Internal Communication 12. Digital Social Responsibility and Sustainability Communication 13. Behavioral Economics, Data Analytics and Communication Evaluation 14. Conclusion
