目次

List of Figures and Tables, About the authors, Preface, Introduction, PART I: FUNDAMENTALS, 1 What is communication? The transmission perspective, The ritual perspective, Both perspectives matter, Theories of communication, The characterization of publics and the transformation of the public sphere, Asymmetry, symmetry or both, Strategic and communicative action, Dialogues, discussions and debates, 2 What is strategy? Tactics and strategy, Strategic schools and strategic perspectives, Whittington’s typology of strategies, Summary of perspectives, Practical use in strategic communication, Consequences for communication practice, Concluding reflections, 3 What is strategic communication? The traditional research fields, An ambition to break traditional borders, Strategic communication as a knowledge and research field, Strategic communication as a practice, Research journals within the field, On becoming a reflective practitioner, PART II: COMMUNICATION PROCESSES AND ORGANIZATIONS, 4 Society, social change and strategic communication, Modernity: Rationalism, objectivism and individualism, Late modernity, 5 Organizational identity and culture, Three building blocks, Hierarchical communication, Mass media communication, Informal communication, Employees as ambassadors, Transmission communication is alive! What communication strategies are used? Some advice on the way, 6 Change and crisis communication, Organizational changes, Crisis communication, Handling a changing and complex world, 7 Mediatization: From traditional to social media, Special or general interest? News value, Sources and journalists, Strategies for sources, PART III: FUTURE DEVELOPMENTS, 8 Reflections and the communicative organization, Communication trends, Forward-looking reflections, The communicative organization, References, Index