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The Communication Strategy Handbook

A Toolkit for Creating a Winning Strategy

Betteke vanRuler and Frank Körver

Strategic development is one of the most daunting challenges that faces any professional, no matter the field. After all, stakes are high. Developing effective strategies can put you on the path to becoming a trusted advisor and a valued employee. The communication strategy framework introduced in this handbook has been designed to help professionals make targeted choices toward strategic communication. Taking an iterative approach and continually reflecting on whether your choices remain congruent enables you to continually adapt to changing circumstances while staying in command. Linear planning models are ineffective. Quick strategy development can revolutionize the communication function and strengthen the relationship amongst members of a professional team. Linking communication and business strategy is the number one challenge for today’s communication practitioners.

Many CEOs still view the communication department as no more than as a tactical entity providing outreach but little else. It is time to fundamentally rethink how strategic communication is developed and start using modern tools to do this. The communication strategy framework facilitates the communication professional to forcefully and efficiently make the right choices. It compels individuals to think about how communication can contribute to achieving the organization or client’s goals. As a result, it provides a clear picture of your communication strategy in one page by putting superfluous details aside and concentrating on the essentials. The communication strategy framework has proven to be an instant eye-opener for clients and other stakeholders. A best-seller amongst professionals in the Netherlands, it is available for the first time in English. This step-by-step guide to creating strategic communication will help communicators of all types- from professionals and clients to students and teachers!

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Literacy Then and Now

A Study of Modern and Contemporary Literacy Practices

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Alice S. Horning

In Contemporary times, the fundamental nature of literacy remains unchanged; it is for this reason that the lessons of 1880 to 1930 are still quite relevant. The opening chapter sets the parameters by defining the key terms, Modernism, Literacy and Transition. The second chapter offers a selective look at some religious organizations’ support for literacy, focusing on the main religious groups in the United States in the Modern period: Christianity, Judaism and Islam, presenting focused literacy case studies, including Chautauqua among Protestants, the Reform movement among Jews, and the leadership of key writers and journalists among the Muslims, and demonstrating their sponsorship of literacy. NGOs’ contributions to literacy, discussed in the third chapter, show the importance of reading groups, literary societies, settlement houses, unions and corporations to literacy development. The government, too, supported literacy activities, through various programs like the Moonlight Schools in Kentucky and admittedly with mixed results, the boarding schools for Native Americans, as well as in libraries. Finally, there are the formal educational programs for literacy in K-12 schools as well as colleges and universities. The lessons arising from this review suggest, first, that the psycholinguistic character of reading remains consistent over time, place and delivery system; while sponsors play a key role, self-motivation is a driving force in literacy development; finally, although literacy is in an on-going state of transition, the need for critical literacy continues to be an urgent, widespread and essential goal.

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International Public Relations

Practices and Approaches

Edited by Mehmet Umut Tuncer

Today, globalisation has reached its peak not only due to economic integration, but also by the multiplier effect stemmed from digital communication technologies. The concept of «global village», mentioned nearly half a century ago by Marshall McLuhan, confronts us as actual reality. Of course, this approach creates radical impact on all management practices.

Public relations is one of the management instruments which is affected most by the emergent change in approach within this context. In this volume, the authors define public relations through an international perspective within the context of both theory and practice. Consisting of fifteen sections, the book describes what intra- and extra-organisational public relation theories and practices correspond to in the present day.

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Media and Digital Modernism

New Communication Environments

Edited by Sefer Kalaman and Bilal Süslü

New technologies have brought about radical changes in almost all areas of life. The best concept to describe this period is «digimodernism» in which there occur many transformations, from shopping to information, socialization to banking, education to communication. People, who become increasingly dependent on technology, computer and internet, are forced to attach themselves to the new social structure in a society that changes in parallel with digitalization. The Digimodern period has substantially affected the media as almost every point of life and caused great transformations. At this point, the main theme of the book is to reveal the structure of the media in the digital period.

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Edited by Arthur S. Hayes

Franklin Delano Roosevelt used radio fireside chats to connect with millions of ordinary Americans. The highly articulate and telegenic John F. Kennedy was dubbed the first TV president. Ronald Reagan, the so-called Great Communicator, had a conversational way of speaking to the common man. Bill Clinton left his mark on media industries by championing and signing the landmark Telecommunications Act of 1996 into law. Barack Obama was the first social media presidential campaigner and president. And now there is President Donald J. Trump.

Because so much of what has made Donald Trump’s candidacy and presidency unconventional has been about communication—how he has used Twitter to convey his political messages and how the news media and voters have interpreted and responded to his public words and persona—21 communication and media scholars examine the Trump phenomenon in Communication in the Age of Trump. This collection of essays and studies, suitable for communication and political science students and scholars, covers the 2016 presidential campaign and the first year of the Trump presidency.

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Steve Hallock

From the cardinal Brown v. Board of Education Supreme Court ruling that desegregated U.S. public education to the demonstrations, marches, and violence of the civil rights movement, A History of the American Civil Rights Movement Through Newspaper Coverage: The Race Agenda, Volume 1 traces the crusade for justice through the lens of major newspaper coverage to reveal the combating sectional press attitudes of the era. The book details attempts, blatant and subtle, to frame the major events of the movement in themes that have resonated from before, during, and since the Civil War. States’ rights versus constitutional guarantees of freedom and equality, nullification versus federal authority, and regional social and cultural mores that buttressed the prejudices and political arguments of segregation and desegregation across the nation are some of the issues covered. This analysis of the press coverage of events and issues of that tumultuous period of U.S. history—by newspapers in the North, South, Midwest, and West—exposes perspectives and press routines that remain ingrained and thus relevant today, when journalistic treatment of political debate, ranging from traditional newspapers and broadcast platforms to those of cable, social media, and the Internet, continues to set an often volatile and oppositional political agenda.

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Alexis S. Tan

This book identifies and analyzes priorities, themes, projects and publications in the world’s leading communication research institutes, centers and doctoral programs. It also presents an assessment of the state and future of communication research by prominent international scholars in communication. Using these data sources, the book provides a comprehensive review of communication and media research outside the United States, a critical gap in the literature. It is a useful reference for U.S. and international communication scholars, and can be a textbook for graduate and undergraduate courses in international communication, global communication and communication theories.

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To the Next Station

Papers on Culture and Digital Communication

Edited by Maria José Corvo Sánchez and Benigno Fernández Salgado

Internet has radically transformed our ways to communicate in an increasingly globalised world. From an interdisciplinary perspective, this book aims to explore the consequences of technological revolution in Communication.

This collection of articles discusses social and economic dynamics of digital and technological upheaval. Each contributor approaches the issue from a different frame of reference: translation, advertising, big data and memory, new uses and practices in mass media, effects on journalism, education and free time.

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Andrew Billings and Leigh Moscowitz

Never before have we lived in a time in which sport and gay identity are more visible, discussed, debated—and even celebrated. However, in an era in which the sports closet is heralded as the last remaining stronghold of heterosexuality, the terrain for the gay athlete remains contradictory at best. Gay athletes in American team sports are thus living a paradox: told that sport represents the "final closet" in American culture while at the same time feeling ostracized, labeled a "distraction" for teams, dubbed locker room "problems," and experiencing careers which are halted or cut short altogether.

Media and the Coming Out of Gay Male Athletes in American Team Sports is the first of its kind, building upon the narratives of athletes and how their coming out experiences are shaped, transmitted and received through pervasive, powerful, albeit imperfect commercial media. Featuring in-depth interviews with out-athletes such as Jason Collins, Dave Kopay, Billy Bean and John Amaechi; media gatekeepers from outlets like ESPN and USA Today; and league representatives from Major League Baseball and the National Football League, this book explores one of the starkest juxtapositions in athletics: there are no active out players in the NFL, NBA, MLB, or NHL, yet the number of athletes coming out at virtually every other level of sport is unprecedented. Interviews are fused with qualitative media analysis of coming out stories and informed by decades of literature on the unique intersection of sport, media, and sexual identity.

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From Blackface to Black Twitter

Reflections on Black Humor, Race, Politics, & Gender

Jannette L. Dates and Mia Moody Ramirez

From Blackface to Black Twitter: Reflections on Black Humor, Race, Politics, & Gender traces the roots and fruits of comedy over the centuries to analyze and offer insights into the intersections of race, gender, and politics in humor that is by, for, and/or about black people.