Overview

This volume explores current research in public relations and communication management, and in particular examines how public relations can have a positive impact on the well being of its publics. One of the biggest competitive advantages in today's business world are positive and engaged publics, because satisfied participants are at the core of any successful relationship. The success of relationships with publics is mostly based on how people are valued and treated, which in turn affects their self-perceptions and level of performance. Both of these elements are correlated with life happiness. Thus, strategic communication should be used for cultivating a positive environment and for fostering happiness and joy among their publics. This can help improve both organizational success and the well-being of people. This book will be essential reading for researchers in marketing and communications, as well as practitioners who wish to understand how PR and Communication Management can positively impact the well-being of organizations and the wider community.

Full Product Details

Author:   Ana Tkalac Verčič (University of Zagreb, Croatia) ,  Ralph Tench (Leeds Beckett University, UK) ,  Sabine Einwiller (University of Vienna, Austria)
Publisher:   Emerald Publishing Limited
Imprint:   Emerald Publishing Limited
Volume:   5
Weight:   0.464kg
ISBN:  

9781800432413

ISBN 10:   1800432410
Pages:   256
Publication Date:   26 November 2020
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Section 1: STRATEGIC COMMUNICATION AND ORGANIZATIONAL GOALSIntroduction; Ralph Tench Chapter 1. Love Wins: A Love Lens Approach to Cultivation Of Organization Stakeholder Relationships; Mark Badham  Chapter 2. Values-Based Communications: A New Impulse to Communication Effectiveness; Erik J. Kostelijk   Chapter 3. Outside-In- versus Inside-Out-Content. Introducing a New Approach on the Origins of Contents in Strategic Communication; Olaf Hoffjann  Chapter 4. Quantifying Organizational Trust on Twitter: A Communication Perspective; Alla Kushniryk, Stanislav Orlov and Natalie Doyle Oldfield   Section 2: INTERNAL EMPLOYEE COMMUNICATION Chapter 5. Internal Communication and Employee Engagement as the Key Prerequisites of Happiness; Lalić Danijela, Milić Bojana, and Stanković Jelena  Chapter 6. Communicative Leadership on Internal Social Media – A way to Employee Engagement; Vibeke Thøis Madsen  Chapter 7. Employees as Corporate Ambassadors: Towards a Framework for Analyzing the Role of Co-Workers Speaking for their Organization; Jana Brockhaus, Laura Dicke, Patricia Hauck, and Sophia Charlotte Volk  Section 3: JOYFULLY PRACTICING COMMUNICATION Chapter 8. The Pursuit of Happiness in PR: Joy, Satisfaction & Motivation during working as Communication Manager on Purposeful Cases; Lars Rademacher and Kathrin Stürmer  Chapter 9. The Dancing CEO: Perspectives on the Leader: Performer, Chief Happiness Officer or Seducer; Finn Frandsen and Winni Johansen  Chapter 10. Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management; Magrita N Wiggill and Gerrit van der Waldt  Chapter 11. Using Education as a Strategic Communication Tool - A Case Study Of Raising Financial Literacy And Voluntary Pension Fund Promotion; Lučić Andrea, Barbić Dajana, and Bojčeta Markoja Dijana  Chapter 12. Health Professional's Communication Competences Decide Patient's Health: Proposal of a Communication Model; Cristina Vaz de Almeida and Célia Belim

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Author Information

Ana Tkalac Verčič is a Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is currently the president of the Croatian Public Relations Association. Ralph Tench is Director of Research for Leeds Business School and Past President (2017-2020) European Public Relations Research and Education Association. Sabine Einwiller is a Professor of Public Relations Research at the Department of Communication, University of Vienna, Austria, where she heads the Corporate Communication Research Group.

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