(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable rethinks what it means to put the person at the center of the organization’s decisions.

Exploring key issues in communication and their impacts on organizational outcomes and management theory, this book considers the important changes in technology and globalization in the context of communications.

• ... release reputation bearers from the burden of being constantly mo- tored and reduce the likelihood of government or public supervision and control. • ... strengthen client trust, ease the recruitment and retention of capable employees and improve access to capital markets or attract investors. • ... legitimate positions of power and build up reserves of trust which - lowed companies and politicians – but also researchers and journalists – to put their issues on the public agenda, present them credibly and mould them in their own interests. But a fear of loss is not the only reason for the steadily increasing - portance of reputation in corporate management today (or more especially, in the minds of top management). Rather, the main reason is that corporate reputation has shifted from being an unquantifiable ‘soft’ factor to a me- urable indicator in the sense of management control. And it is a variable that is obviously relevant to a company’s performance: recent studies by the European Centre for Reputation Studies and the Ludwig-Maximilians- Universität of Munich compared the stock market performance of a port- lio of the top 25% of reputation leaders (based on regular reputation me- urements in the wider public) with that of the German DAX 30 stock m- ket index. The results show that a portfolio consisting of reputation leaders 1 outperformed the stock market index by up to 45% – and with less risk. Fig. 1. Performance of ‘reputation portfolios’ vs.

Publisher description

The Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and graduate-level students a compilation of approaches to and studies of varying aspects of the field. The volume provides insights into ongoing discussions that build an emerging body of knowledge. Focusing on the metatheoretical, philosophical, and applied aspects of strategic communication, the parts of the volume cover: • Conceptual foundations, • Institutional and organizational dimensions, • Implementing strategic communication, and • Domains of practice An international set of authors contributes to this volume, illustrating the broad arena in which this work is taking place. A timely volume surveying the current state of scholarship, this Handbook is essential reading for scholars in strategic communication at all levels of experience.

This handbook covers perspectives from both the social sciences and the humanities. It provides guidelines for how to think about, plan, and carry out studies of media in different social and cultural contexts.

The book challenges the notion that public relations in Europe is no more than a copy of the Anglo-American approach. It presents a nation-by-nation introduction to historical public relations developments and current topics in European countries, written by noted national experts in public relations research and well-known professionals who are able to oversee the situation in their own countries. The contributions take an "insider" point of view and combine researched facts and figures with qualitative observations and personal reviews. In addition, the book provides conceptual statements that offer an insight into theoretical approaches.