Strategizing Communication

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Forlag : Samfundslitteratur

Sprog : Engelsk

Theory and Practice

STRATEGIZING COMMUNICATION offers a unique perspective on the theory and practice of strategic communication. The core argument lies in the title: strategizing – the process of acting and speaking strategically. In the process of strategizing, understanding and leveraging contextual factors such as competition, technological developments, current events as well as organizational culture, structure and practices will determine the organization’s communicative success.

Now in its third edition, Strategizing Communication is written for students and practitioners interested in learning about and acquiring tools for dealing with the many and varied challenges organizations face when communicating in today’s hybrid media landscape. Thoroughly rewritten, the new edition includes considerations of the strategic and practical effects of current social and technological developments, such as the advent of generative AI, as well as updated cases and fresh empirical examples. The goal of the book remains the same: to enable readers to deal with the dynamics and contingencies of strategizing communication – to plan for process.

Køb bogen

Bog (Softcover)

3. udgave (2026), 432 sider.

ISBN: 9788759345665

Vejl. pris
419,-

Studiepris
345,-
E-bog (Vitalsource bookshelf)

2. udgave (2020), 420 sider.

ISBN: 9788759337363

Vejl. pris
360,-

Studiepris
312,-

Anmeldelser

Underviser

"Bogen er særdeles velegnet til undervisningen og tager fat på de vigtigste tilgange til strategisk kommunikation. Den er velskrevet og har gode eksempler." - Tine Mark Jensen, Ekstern lektor ved Kommunikation, RUC

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Indholdsfortegnelse

Dear reader 13

Keys to reading 15

1. Strategizing communication 17

To have or not to have a strategy 19

Who communicates strategically? 22

What does this mean for strategic communication? 31

The five Ps of strategizing communication 37

Ontologically and epistemologically speaking 49

Key questions 54

Key points 54

Key texts 55

2. Strategy as deliberate decision 57

Logic: strategy is planned, competitive advantage 59

Strategy history, part one 60

Strategy history, part two 63

The big (contemporary) bang: Porter and competitive advantage 65

Market and competition analysis 76

Key questions 83

Key points 83

Key texts 84

Key case: Danish Crown 84

3. Strategic communication as plan 89

Logic: strategic communication is planned communication 91

Understanding communication as transmission 94

Planning communication 108

Key questions 131

Key points 131

Key texts 132

Key case: Dove 132

4. Strategy as emergent action 137

Logic: strategy is what strategists think and do 139

On not being rational 141

Strategy as sense-making 145

Strategy as narratives 150

Strategy as practice 153

Yes, please, both 158

Key questions 162

Key points 162

Key texts 163

Key case: Project Japan 163

5. Strategic communication as process 167

Logic: strategic communication is all about process 169

Understanding communication as collaborative meaning formation 170

The process of process 181

Emergent communication strategies 188

Strategizing communication as the communicative constitution of organization 190

Key questions 197

Key points 198

Key texts 199

Key case: Planet Nusa 199

6. Stakeholder relations 203

Strategizing inside-out and outside-in 205

Identifying and prioritizing stakeholders 207

Organizational culture 217

Branding 224

Key questions 231

Key points 231

Key texts 232

Key case: Just Stop Oil 232

7. Content strategies 237

In the land of communication, content is king 239

Creating persuasive brand stories 240

Transmedia storytelling 254

Cross media content 259

Key questions 273

Key points 273

Key texts 274

Key case: Coca-Cola 274

8. Platform logics 279

Uncanny valley in the platform society 281

The sociomateriality of strategizing communication 283

Platform infrastructures organize the hybrid media landscape 293

Platform mix 307

The platformization of organizations 312

Key questions 315

Key points 316

Key texts 316

Key case: Spotify 317

9. Organizational responsibilities 321

Being responsible in the 21st century 323

Issues management 324

Corporate citizenship 332

Strategizing responsible communication 344

Key questions 349

Key points 349

Key texts 350

Key case: Eurovision Song Contest 350

10. Equipment for strategizing communication 355

A practical plan for process 357

The equipment’s equipment 358

Five ways of analysing and planning communication 359

That’s all Folks 389

Key questions 390

Key points 391

Key texts 391

List of illustrations 393

References 395

Index 429

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