Includes bibliographical references and index.

Introduction to strategic communication, the cocreational model and the book / Carl H. Botan -- Dialogic strategic communication : a key for effective, sustainable and ethical social conflict resolution in Guatemala / Karina J. Garcia-Ruano -- Strategic rhetoric, dialogue, and the long now : a case study for long-term thinking / Micheal L. Kent & Petra Theunissen -- Strategic communication in the Turkish public sector : through the lens of public relations / B. Pinar Ozdemir & Melike Aktas -- A cocreational approach to social mediated crisis communication : communicating health crisis strategies on social media / Yan Jin & Lucinda Austin -- The cocreational view of character assassination / Sergei Samoilenko -- Co-creational perspective on strategic communication in counterterrorism / Damion Waymer -- Communicating safety in Norwegian road tunnels : a co-creational perspective of strategic communication / Sverre Kjetil Rød & Daniel Nilsson -- Strategic communication in the military : an air force perspective / Ronaldo Martinez Jr., Katrina J. Cheeseman, Nicholas J. Mercurio & Cara A. Bousie -- Strategic communication in the defense industry : grand strategy, key publics, and tactics / Michael F. Doble & David P. MacNeil -- President Obama, the affordable care act and the challenges of strategic political communication / Steven J. Farnsworth -- Strategic communication for civil society and nation building : communication for social effectiveness / Maureen Taylor & Eric J. Sommerfeldt -- Crisis communication through the lens of strategic communication / W. Timothy Coombs -- Emergency preparedness and response for human generated disasters / Emily Helsel, Timothy Sellnow & Deanna D. Sellnow -- Emergency preparedness, response and strategic communication for natural disasters / Mathew W. Seeger, Khairul Islam & Henry S. Seege -- Overcoming the deficit model by applying the CAUSE model to climate change communication / Katherine Rowan, Allison Engblom, Julia Hathaway, Rebecca Boyd, Ian Voster, Erin Z. Anderson & Karen L. Akerloff -- Organizations and participation of environmental publics : a cocreational perspective case study / Janey G. Trowbridge -- Strategic communication in religious and belief communities : lessons from Holocaust re-education / Denise Edwards-Neff -- Gender in U.S. Strategic communication research and practice : confronting the master narrative / Linda Aldoory, Elizabeth L. Toth & Liang Ma -- Strategic communication campaigns in health / Satveer Kaur-Gill & Mohan J. Dutta -- Co-creating in wonderland : communication and patient-oriented healthcare in Russia / Alexandra Endaltseva, Nelli Bachurina & Maria Mordvinova -- Bridging tobacco control advocacy and public relations theories : can strategic social networks be an answer to challenges of new tobacco control? / Jungmi Jun, Changwon Cho & Joonkyoung Kim -- Research and evaluation in strategic communication / Yi Grace Ji, Zifei Chen, Zongchao Li & Don W. Stacks.

"Strategic communication (SC) is an increasingly popular term in business and higher education. In fact, it has become a wide-spread term used by millions. Unfortunately, this number includes many who do not understand what SC is and many more who consciously choose to use the term as a simple marketing gimmick to make justify charging more for their services or products. This makes a volume such as this all the more important to explain and give examples of what SC really is, how it is practiced at the professional level, and how it is taught in the leading universities in the U.S. and other countries. Being strategic in communication means first researching both the groups of people we call publics and then our clients, as well as their sometimes very complex mutual relationship. Second, we develop and implement evidence-based communication plans for improving or modifying those relationships. Practiced at its best, SC employs both elements of social scientific research and of experience and judgement. Thus, the best SC practitioners are those who learn to become comfortable with a mixture of both rigorous research and a deep respect for experience and the "feel" for how groups and individuals think and behave. This, then, is the unifying thread of this book, valuing and using both rigorous research and a feel for the subjective humanistic aspects inherent in the relationships between organizations and their publics"-- Provided by publisher.