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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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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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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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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.

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Carmen M. Cusack

Mutated Symbols in Law and Pop Culture plays with iconic representations of fusion, liminality, dispossession, and development. Mutations embody life because they illustrate phases and progression. Mutations and mutants fascinate the public. They are depicted by artists, including James Franco, Cary Elwes, Sara Bareilles, The Smashing Pumpkins, Quvenzhané Wallis, Pablo Picasso, Alicia Keys, Katy Perry, Debbie Reynolds, Maddie Ziegler, the Olsen twins, Mark McGrath, and Paul Simon. This book discusses physiological manifestations of mutations, such as beauty and specialness (e.g., white tigers); aesthetic (e.g., redheads); innovation (e.g., Mormonism); and prowess (e.g., tuxedos). Mutated Symbols in Law and Pop Culture focuses on strata that are popularly contemplated in culture and by the law; for example, primordial states (e.g., sleep); supranatural physicality (e.g., bionic); irresistible impulse (e.g., psychopath); queer semantic shift (e.g., "gay"); and class (e.g., Leo).

Mutated Symbols in Law and Pop Culture interweaves interdisciplinary analyses because mutations exceed defined ranges. For example, symbology and culture evocatively synergize in constitutional law. A symbol becomes legally protected if it is intended to communicate a particularized message that is likely to be understood by observers. This book demonstrates that mutations may not be sufficiently protected as speech. Even though the symbolism of mutations is the subject of study, the meaning of specific symbols may not be understood by the public. Symbols of mutation may identify cultural desires, embrace zeniths, and transform mundane or worn events into fantasies. Perhaps as a means of preserving, defending, and protecting mutations, culture has exhibited and spotlighted them.

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Lee B. Becker and Tudor Vlad

This book provides a unique perspective on journalism and communication education, drawing on extensive, detailed data across time to examine the evolution of education for journalism and related communication occupations such as public relations and advertising. It demonstrates how journalism and communication education adapted to forces within the university as well as forces from outside the university. Particular attention is given to the impact of the labor markets to which journalism and communication education is linked. The analysis shows dramatically how dependent employers are on journalism and communication education, how educational institutions have changed to accommodate female and minority students, and how the labor market has responded to the graduates produced. Part history, part sociological analysis, this book will change the reader’s understanding of education for journalism, public relations, advertising and the related occupations. It also offers insights about what the future of education in these fields holds.

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Fırat Tufan

The main objective of this book is to propose a new interactive educational radio model for Turkey. Thus, six educational, community and university-based radio stations in Australia were researched. In terms of representing the entire country and all educational radio broadcasting practices, samples were selected from different structures and cities of Australia. After obtaining required data in the participant observation process, in-depth interviews with radio representatives were carried out. It was questioned, what the basic factors of effective educational radio stations are, how today's broadcasting technologies affect the relationship between radio and its audience and how interpersonal communication process reflects new radio broadcasting practices.

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Edited by Yong-Chan Kim, Matthew D. Matsaganis, Holley A. Wilkin and Joo-Young Jung

The Communication Ecology of 21st Century Urban Communities addresses the questions of whether it (still) matters what neighborhood individuals live in and if it is still necessary and possible for city dwellers to build and maintain place-based communities.

The book’s contributors address how urban communities are formed, reformed, and transformed from a communication infrastructure theory perspective. Through the lens of this theory, communication is defined as a fundamental social process by which cities are sustained and changed over time. The chapters in this book elaborate the theoretical and methodological frameworks of the communication infrastructure theory approach; articulate theory-driven and multi-method frameworks for the study of the city; and speak to pressing, contemporary, research- and policy-related challenges (or questions).

The broad array of issues addressed within this volume is expected to draw the interest not only of communication researchers and professionals, but also of students, scholars, practitioners, and policymakers from a variety of backgrounds and with an interest in different aspects of life in the city, including: public health, technology, civic engagement, and urban planning and design.

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Pathology and Technology

Killer Apps and Sick Users

D. Travers Scott

Pathology & Technology is the first comprehensive look at "technopathologies." Since the days of the telegraph, electric communication technologies have been associated with causing or worsening mental and physical illnesses. Today, news reports warn of Pokémon Go deaths and women made vulnerable to sexual assault from wearing headphones. Drawing on an archive of hundreds of cases found across news, entertainment, and other sources over 150 years, this book investigates the intersection of technology and disease through original cultural historiography, focus groups, and discourse analysis, documenting a previously unexplored phenomenon in communication and media. Technopathologies occur with new and old media, the book argues, and are ultimately about people—not machines. They help define users as normal or abnormal, in ways that often align with existing social stereotypes. Courses on technological history, medical humanities, science and technology studies, and medical history will find much here to debate, in a style written to appeal to scholarly as well as popular readers.