Positioning Theory and Strategic Communication PDF Download

Author: Melanie James
Publisher: Routledge
ISBN: 1134615256
Category : Business & Economics
Languages : en
Pages : 242

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Book Description
In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. This is the first in-depth exploration of the possibilities of Positioning Theory for the public relations field and it adds a new perspective to the growing body of multidisciplinary work in this rich theoretical area, moving the discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.

Author: Rom Harré
Publisher: Wiley-Blackwell
ISBN: 9780631211396
Category : Psychology
Languages : en
Pages : 228

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Book Description
In this book, Rom Harre give a state of the art overview of positioning theory via contributions from some of the world's leading experts in the field.

Author: Mary B. McVee
Publisher: Taylor & Francis
ISBN: 1040047025
Category : Language Arts & Disciplines
Languages : en
Pages : 694

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Book Description
This handbook is the first of its kind to explore Positioning Theory. Taking inspiration from the groundwork set by Rom Harré and collaborators such as Bronwyn Davies, Fathali Moghaddam, Luk Van Langenhove, and others the book explores the emergence, historical context, and disciplinary applications of Positioning Theory and its basic precepts as a social psychological theory. This volume encompasses over 20 chapters across four sections, assimilating cross-disciplinary insights that try to understand the theoretical underpinnings, methodological applications, and contemporary relevance of Positioning Theory. Part 1 explores the movement of scholarly figures and their numerous works on the subject. It discusses the foundational origins and the historical contexts of the existing theories on positioning and new directions for scholarship. Part 2 examines the methodological and narrative investigations used for data analysis in positioning research, navigating through the epistemological orientations and theoretical landscapes of Positioning Theory. Part 3 explores numerous applications across disciplines to consider the reach and influence of positioning within and across multiple disciplines. Lastly, the authors contemplate the future directions for Positioning Theory. Featuring researchers from leading research institutions from across the globe, the book is important reading for scholars interested in positioning and Positioning Theory. We recommend this handbook for graduate-level courses in social psychology, communication, discourse studies and related disciplines.

Author: Erik Kostelijk
Publisher: Routledge
ISBN: 1000025063
Category : Business & Economics
Languages : en
Pages : 320

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Book Description
Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.

Author: Carl H. Botan
Publisher: John Wiley & Sons
ISBN: 0470674571
Category : Language Arts & Disciplines
Languages : en
Pages : 254

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Book Description
A guide to strategic communication that can be applied across a range of subfields at all three levels—grand strategic, strategic, and tactical communication Communication 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 communication Outlines ethical practices and problems in the field Includes information on basic campaign strategies Offers the most recent information on risk communication, preparedness and terrorism communication, and employment in strategic communication Redefines major concepts, such as publics, from a cocreational perspective

Author: Kara Alaimo
Publisher: Routledge
ISBN: 0429583753
Category : Language Arts & Disciplines
Languages : en
Pages : 444

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Book Description
The second edition of Pitch, Tweet, or Engage on the Street offers a modern guide for how to adapt public relations strategies, messages, and tactics for countries and cultures around the globe. Drawing on interviews with public relations professionals in over 30 countries as well as the author’s own experience, the book explains how to build and manage a global public relations team, how to handle global crisis communication, and how to practice global public relations on behalf of corporations, non-profit organizations, and governments. It takes readers on a tour of the world, explaining how to adapt their campaigns for Asia-Pacific, Europe, the Middle East, the Americas, and Sub-Saharan Africa. Along the way, readers are introduced to practitioners around the globe and case studies of particularly successful campaigns. This new edition includes updates to country profiles to reflect changes in each local context, as well as expanded coverage of social media and the role of influencer engagement, and a brand-new chapter on global crisis communication. The book is ideal for graduate and upper-level undergraduate public relations students, as well as practitioners in intercultural markets.

Author: W. Timothy Coombs
Publisher: Routledge
ISBN: 1317554906
Category : Business & Economics
Languages : en
Pages : 236

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Book Description
Today almost everyone in the developed world spends time online and anyone involved in strategic communication must think digitally. The magnitude of change may be up for debate but the trend is unstoppable, dramatically reconfiguring business models, organisational structures and even the practice of democracy. Strategic Communication, Social Media and Democracy provides a wholly new framework for understanding this reality, a reality that is transforming the way both practitioners and theoreticians navigate this fast-moving environment. Firmly rooted in empirical research, and resisting the lure of over-optimistic communication dreams, it explores both the potential that social media offers for changing the relationships between organisations and stakeholders, and critically analyses what has been achieved so far. This innovative text will be of great interest to researchers, educators and advanced students in strategic communications, public relations, corporate communication, new media, social media and communication management.

Author: Sangeeta Bagga-Gupta
Publisher: Springer
ISBN: 3319580566
Category : Social Science
Languages : en
Pages : 332

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Book Description
In contrast to other studies on identity, this book takes its point of departure in the complexities that characterize and shape both individuals and societies – past and present. Its chapters challenge demarcated fields of study and conceptions of identity as gender, identity as functional disability, identity as race, and identity as, or based upon language groupings. The contributions take a social practices perspective in their exploration of the performance, living and doing of identity positions across time and space. Many of the contributions take an intersectional stance and the majority report upon empirically driven studies that examine the ways in which micro-level analyses of naturally occurring human communication contribute to our understanding of identification processes. Specifically, they study the ways in which more recent dialogical and social theoretical-analytical frameworks allow for attending to the complexity and dynamics of identity processes; the ways in which institutional settings, media settings, community of practices and affinity spaces provide affordances and obstacles for different types of identity positions; and the ways in which shifts in identity positions can be traced across time and space.

Author: Peggy Simcic Brønn
Publisher: Emerald Group Publishing
ISBN: 1786357151
Category : Business & Economics
Languages : en
Pages : 316

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Book Description
The book provides insight into the expanding field of corporate communication by exploring the benefits of research and education which merge insights from the disciplines of business and communication. The book provides a uniquely European view and stimulates discussions in a continuing area of interest among academics and practitioners alike.

Author: Elizabeth Bridgen
Publisher: Emerald Group Publishing
ISBN: 180455538X
Category : Business & Economics
Languages : en
Pages : 289

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Book Description
Reconceptualising human experience through a holistic feminist approach, this book takes us behind the scenes to connect with women navigating the problems and contradictions of everyday working life.