Dry and long winded in its academic approach and research heavy perspective makes it nearly inaccessible to the everyday communications professional. A few typos and other such mistakes also serve as a distraction. This book is largely focused on communication theories rather than their practical application and therefore makes for a rather dry reading experience. There are some useful pieces of information that do crystallize if you have the patience. I left feeling this title should be reserved for the classroom to engage in debates around theories, concepts and thesis statements for term papers. Its not a complete loss, just not the broad sweeping introduction of strategic communications filled with plenty of real life examples and practical explanations that could be quickly transferred into a professional environment that Ibwas hoping for.
Strategic communication comprises different forms of goal-oriented communication inside and between organizations, their stakeholders and the society. Strategic communication is an emerging practice and research field integrating established disciplines such as public relations, organizational communication and marketing communication into a holistic framework. The field is based on an awareness of the fundamental importance of communication for the existence and performance of all organizations.
This textbook offers a broad insight into the field of strategic communication. The main aim of the book is to give a general overview of theories, concepts and methods in strategic communication. The book also aims to develop an understanding of different perspectives and the consequences each one has for practice. After reading the book the student or reader will be able to define and reflect upon strategic communication as an academic field and professional practice, describe relevant theories and apply these to communication problems.
The authors apply a reflective and practice-oriented approach meaning earlier research or theories are not only described, but also discussed from different critical perspectives. A practice-oriented approach means, in this book, that the authors strongly emphasize the role of contexts and situations-where strategic communication actually happens. This book will help business and communications students to not only define and understand a variety of strategic communications theories, but to use those theories to generate communication strategy and solutions. Strategic Communication: An Introduction
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