Wiley-Blackwell Strategic Communication Theory and Practice: The Cocreational Model

A guide to strategic communication that can be applied across a range of subfields at all three levels—grand strategic, strategic, and tactical communicationCommunication 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 communicationOutlines ethical practices and problems in the fieldIncludes information on basic campaign strategiesOffers the most recent information on risk communication, preparedness and terrorism communication, and employment in strategic communicationRedefines major concepts, such as publics, from a cocreational perspective From the Inside Flap Did You Know? This book is available as a Wiley E-Text.The Wiley E-Text is a complete digital version of the text that makes time spent studying more efficient. Course materials can be accessed on a desktop, laptop, or mobile device—so that learning can take place anytime, anywhere. A more affordable alternative to traditional print, the Wiley E-Text creates a flexible user experience: Access on-the-go Search across content Highlight and take notes Save money! The Wiley E-Text can be purchased in the following ways: Check with your bookstore for available e-textbook options Wiley E-Text: Powered by VitalSource® ISBN 978-1-119-42488-8Directly from: www.wiley.com/wiley-blackwell From the Back Cover Did You Know? This book is available as a Wiley E-Text.The Wiley E-Text is a complete digital version of the text that makes time spent studying more efficient. Course materials can be accessed on a desktop, laptop, or mobile device—so that learning can take place anytime, anywhere. A more affordable alternative to traditional print, the Wiley E-Text creates a flexible user experience: Access on-the-go Search across content Highlight and take notes Save money! The Wiley E-Text can be purchased in the following ways: Check with your bookstore for available e-textbook options Wiley E-Text: Powered by VitalSource® ISBN 978-1-119-42488-8Directly from: www.wiley.com/wiley-blackwell About the Author 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.