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Strategizing Communication

Theory and Practice

Strategizing Communication offers a unique perspective on the theory and practice of strategic communication. Written for students and practitioners interested in learning about and acquiring tools for dealing with the technological, environmental and managerial challenges, which organizations face when communicating in today s mediascape, this book...

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Strategizing Communication offers a unique perspective on the theory and practice of strategic communication. Written for students and practitioners interested in learning about and acquiring tools for dealing with the technological, environmental and managerial challenges, which organizations face when communicating in today s mediascape, this book presents an array of theories, concepts and models through which we can understand and practice communication strategically.

The core of the argument is in the title: strategizing meaning the act of making something strategic. This entails looking beyond, but not past instrumental, rational plans in order to become better able to understand and manage the concrete, incremental practices and contexts in which communication becomes strategic. Thus, we argue that although strategic communicators do (and should) make plans, a plan in itself does not determine the success of strategic communication. Rather, contextual factors such as competition, technological developments, global cultural trends and local traditions as well as employees skills and attitudes will determine the organization s communicative success.

Against the backdrop of the comprehensive changes to communication in and about organizations brought about by the rise of digital communication technologies and related contextual developments, Strategizing Communication provides better and more up to date tools for understanding and managing strategic communication processes.

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Forlag: Samfundslitteratur
Sprog: Engelsk
Skjul beskrivelse

Køb bogen

Bog (Softcover)
1. udgave (2016), 
376 sider
Vejl. Pris
ISBN 9788759322079
E-bog (E-pdf)
1. udgave (2016), 
376 sider
Vejl. Pris
ISBN 9788759327326

Yderligere information

Before we begin 11

Keys to reading this book 13

1. Strategizing communication 15

On not having a strategy 17

The nuances of being strategic and having a strategy 17

On being challenged by new media 20

Collaborative and power-shifting infrastructure 21

The reconfiguration of time and space 24

Hypertextual and hypermediated meaning formation 26

Focus on the doing, not the done 27

Strategizing 27

A definition 29

The five Ps of strategic communication 32

Strategic communication as plan 33

Strategic communication as ploy 35

Strategic communication as pattern 39

Strategic communication as position 41

Strategic communication as perspective 42

Independently, simultaneously and/or successively 44

Ontologically and epistemologically speaking 45

Relationality 45

Pragmatism 47

Key questions 50

Key points 51

Key case 51

Key texts 55

2. Strategy as deliberate decision 57

Logic: strategy is planned and competitive performance 59

The early writings on the wall 60

Machiavelli and his pragmatic Prince 60

Clausewitz and (the return to) military strategy 62

The contemporaries: Chandler and Ansoff 63

Chandler: strategy and structure 63

Ansoff: strategy as rational planning 64

The big bang: Porter and the five forces 68

Five forces 69

Generic strategies 75

Critique 77

Market and competition analysis 78

Four basic market types 79


Environment, environment, environment 84

Key questions 85

Key points 85

Key case 86

Key texts 89

3. Strategic communication as plan 91

What is strategic communication? 93

Logic: communication as transmission 95

In effect, what is effect? 97

The two-step flow model of communication 101

Diffusion of innovations 104

Uses and gratifications 106

Planning communication 108

Position and target groups 111

Objectives and message 116

Media plan and evaluation 119

Key questions 124

Key points 124

Key case 126

Key texts 130

4. Strategy as emergent action 131

Logic: strategy is what strategists think and do 133

Mental processes and everyday practices 135

Bounded rationality, muddling through and garbage cans 135

Strategy as sense-making 139

Making sense of strategy 141

Strategic narratives 144

Strategy as practice 146

Whittington and three levels of practice 148

Mintzberg and strategy 150

Deliberate and emergent 152

Five Ps for strategy 153

Key questions 155

Key points 155

Key case 156

Key texts 159

5. Strategic communication as process 161

Process all the way down 163

Logic: communication as collaborative meaning formation 164

Encoding decoding 165

The communicative act 169

Communicative chains 172

The process of process 174

Consensus vs. conflict 175

Intentionality vs. emergence 177

Emergent communication strategies 179

Key questions 181

Key points 181

Key case 182

Key texts 186

6. Offline and online 187

What happens offline does not stay offline 189

A changing media landscape 191

Convergence culture 192

Cross-media communication 198

COPE strategy 200

Cross-media value creation 203

Transmedia storytelling 208

Cross-media + narrative = transmedia storytelling 208

If it doesn t spread, it s dead 210

Message design 214

The more immersive, the more persuasive 215

Media mix 218

Level of stakeholder involvement 221

Media synergy 224

Media sequence 227

Key questions 228

Key points 229

Key case 230

Key texts 232

7. Internal and external 233

Strategizing inside-out and outside-in 235

The communicative constitution of organization   238

Communicative flows 239

The inside and the outside blurred 244

Stakeholder relations 246

Stakeholders as self-organizing publics 250

Strategizing communication as power games 253

Branding culture, identity, image 256

The deep, semio-narrative, and discursive levels of branding 259

The VCI model 262

Key questions 265

Key points 265

Key case 266

Key texts 269

8. Local and global 271

Je suis Charlie 273

Globalization 275

Not entirely new, yet not same old, same old either 275

McDonaldization 279

Jihad vs. McWorld 280

Glocalization 281

Complex interconnectivity 283

Standardization vs. differentiation and beyond 283

Hybrid intercultural communication 286

Positions of hybridity 289

Organizational diversity 292

Corporate social responsibility 294

Key questions 299

Key points 299

Key case 300

Key texts 308

9. Theorizing strategizing 309

What it all amounts to 311

What is an organization?  312

Three aspects of organizations 314

What does this mean for strategic communication? 321

The three A s: assemblages, affordances and agency 323

Assemblages 323

Affordances 324

Agency 327

The triple A model 328

Key questions 330

Key points 330

Key case 332

Key texts 335

10. Practising strategizing 337

List of illustrations 339

References 341

Index 373

Sidebar section

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