The International Encyclopedia of Strategic Communication, 3 Volume Set

The definitive international reference on strategic communication

The term "strategic communication" traditionally has been understood as referring to external corporate communication, such as public relations, marketing communication, and advertising, with insufficient consideration beyond its role as a tool of persuasive influence. In recent years, however, the field of strategic communication has evolved to be more holistic in its approach and its role within sociocultural contexts. Articles, textbooks, and handbooks have attempted to define the scope, purpose, and nature of the concept, but as the first major comprehensive work of its kind, The International Encyclopedia of Strategic Communication captures the full scope of contemporary theory and practice in strategic communication.

Reflecting the current international trend within communication studies generally, this timely reference explores current efforts on the part of thought leaders and practitioners worldwide to critique, integrate, and reengineer forms, structures, functions of, and purposes for external and internal communication of organizations. To that end, the editors have enlisted a multidisciplinary team of authors, including scholars and industry professionals from around the globe who share their insights and expertise within the four major areas of strategy, organization, management, and sociocultural impact.

• Defines state-of-the-art concepts, models, theories, contexts, and professional practices at the heart of 21^st century strategic communication
• Addresses all contexts within which strategic influence is required to achieve outcomes that serve the interests of organizations’ and those whom they seek to influence
• Goes beyond traditional, US-dominated perspectives to provide an international approach
• Explores strategic communication from a much-needed sociocultural perspective
• Examines strategic communication’s role beyond corporate persuasion and offers a broader view of its functions for organizations of all kinds
• Part of The Wiley Blackwell-ICA International Encyclopedias of Communication series, published in conjunction with the International Communication Association. Online version available at http://www.wileyicaencyclopedia.com/

Written with the support and assistance of the International Communication Association, the world's leading association for scholars interested in the study, teaching, and application of all aspects of human, organizational and mediated communication, The International Encyclopedia of Strategic Communication is an indispensable resource for students, teachers, and researchers in the burgeoning field of communication, as well as public relations, corporate communication, and marketing professionals working in organizations worldwide.

Das internationale Referenzwerk auf dem Gebiet der strategischen Kommunikation.

Der Begriff "strategische Kommunikation" bezieht sich traditionell auf die externe Unternehmenskommunikation, d. h. PR, Marketingkommunikation und Werbung. Vernachlässigt wird dabei, die Bedeutung im Bereich der persuasiven Beeinflussung. In den vergangenen Jahren hat sich die strategische Kommunikation zunehmend zu einem ganzheitlichen Ansatz entwickelt. Auch der Rolle im soziokulturellen Kontext wird mehr Beachtung geschenkt. In Fachartikeln, Lehrbüchern und Handbüchern wurde bereits versucht, Umfang, Zielsetzung und Charakter des Konzepts zu definieren. Die International Encyclopedia of Strategic Communication ist allerdings das erste Werk, dass sich dem Fachgebiet ausführlich widmet und sämtliche aktuellen theoretischen und praktischen Ansätze abdeckt.

Dieses aktuelle Referenzwerk spiegelt nicht nur allgemein den heutigen internationalen Trend in den Kommunikationswissenschaften wider, sondern untersucht darüber hinaus die Anstrengungen von Vordenkern und Praktikern weltweit, Form, Struktur, Funktion und Zweck der internen und externen Kommunikation in Unternehmen kritisch zu beleuchten, miteinander zu verbinden und neu zu definieren. Die Herausgeber haben dazu ein multidisziplinäres Autorenteam aus der ganzen Welt, u. a. aus Forschung und Lehre sowie der Industrie, gewinnen können. Die Experten berichten über ihre Einschätzungen und Erfahrungen zu den vier Hauptthemen Strategie, Organisation, Management und soziokulturelle Wirkung.
- Definiert moderne Konzepte, Modelle, Theorien, Zusammenhänge und professionelle Praktiken der strategischen Kommunikation im 21. Jahrhundert.
- Behandelt alle Zusammenhänge, in denen eine strategische Einflussnahme erforderlich ist, um die gewünschten Ergebnisse zu erzielen: Ergebnisse im Interesse von Organisationen und derjenigen, die beeinflusst werden sollen.
- Geht über die traditionellen, von den USA dominierten Perspektiven hinaus und verfolgt einen internationalen Ansatz.
- Erläutert die strategische Kommunikation aus dem dringend notwendigen soziokulturellen Blickwinkel.
- Untersucht die Rolle der strategischen Kommunikation im übergreifenden Kontext, d. h. über die Zielsetzung in Unternehmen hinaus, und wirft einen umfassenderen Blick auf die Funktion in Organisationen aller Art.

Volume I

The International Communication Association vii

About the Editors ix

Contributors xi

Alphabetical List of Entries xix

Thematic List of Entries xxiii

Introduction xxvii

Strategic Communication A–E 1

Volume II

Strategic Communication F–P 641

Volume III

Strategic Communication R–V 1227

Index 1749

ROBERT L. HEATH, PHD, (professor emeritus, University of Houston, USA) recently published two four-volume works: Public Relations: Critical Concepts in Media and Cultural Studies (2013) and Strategic Communication (with Anne Gregory) as part of Sage Benchmarks in Communication, (2015) He is co-editor, with Øyvind Ihlen, of The Handbook of Organizational Rhetoric and Communication (Wiley Blackwell 2018). His research areas include issues management, risk management and communication, crisis communication, organizational rhetoric, and corporate social responsibility.

WINNI JOHANSEN, PHD, is a Professor at the Centre for Corporate Communication at the School of Business and Social Sciences, Aarhus University, Aarhus, Denmark, and Director of the Executive Master's Program in Corporate Communication. She is co-editor of Crisis Communication, Handbook of Communication Series, Vol. 23 (2019). Her research areas include strategic communication, crisis management and crisis communication, public relations, organizational communication, and environmental communication.

THE DEFINITIVE INTERNATIONAL REFERENCE ON STRATEGIC COMMUNICATION

The term "strategic communication" began to take on its current intellectual and professional trajectory so that by 2007 an academic journal could be launched and a definition proposed. The concept was needed to sharpen the acumen of various communication functions within organizations and entities in order to improve their approach and thus be more successful in fulfilling their mission, vision, values statements and goals.

In recent years, strategic communication has evolved to become more integrative, holistic and has taken on a sociocultural orientation. The first major work of its kind, The International Encyclopedia of Strategic Communication captures the full scope of contemporary theory and practice.

Reflecting the current international trends within communication studies generally, this timely reference explores current efforts on the part of thought leaders and communications professionals from around the globe to critique, integrate, and reengineer forms, structures, functions of, best practices, and purposes for both internal and external organizational communication as a management process. These experts share their insights, knowledge and experience within four major areas: strategy, organization, management, and sociocultural impact.

• Defines and presents state-of-the-art concepts, models, theories, contexts, and professional practices at the heart of 21st century strategic communication
• Addresses major contexts within which strategic influence is required to achieve outcomes that serve the interests of organizations or other entities – as well as those whom they seek to influence or depend upon for success
• Explores specific topical entries that have come to constitute the applications and intellectual foundations that enrich strategic communication
• Examines strategic communication's role and offers a broad view of its impact on professional areas
• Examines how strategic communication principles transcend and are applied currently in specialties such as public relations, conflict and issues management, public diplomacy, political communication, managerial communication, internal communication, technical communication, marketing communication and advertising, fundraising development, social advocacy, information campaigns, health communication, and stakeholder engagement

Written with the support and editorial assistance of the International Communication Association, the world's leading association for scholars interested in the study, teaching, and application of all aspects of human and mediated communication, The International Encyclopedia of Strategic Communication is an indispensable resource for students, teachers, and researchers in the burgeoning field of strategic communication worldwide.