by Gisela Gonçalves (Org.)
Coleção: Livros LabCom
Ano da edição: 2012
ISBN: 978-989-654-087-6
Preço da edição impressa: € 15
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Sinopse
This book aims to analyse how contemporary developments in strategic and organisational communication theory contribute to understanding the dialogic paradigm. Special attention is paid both to theoretical approaches to dialogue and to the new tendencies in strategic and organisational communication by looking at campaigns, instruments, and messages that promote dialogue with different publics.
With the collected articles on this volume we attempt to keep alive the debate initiated at the Organisational and Strategic Communication Section Workshop of ECREA that was hosted by the University of Beira Interior and organised by the Laboratory of Online Communication (LabCom), in Covilhã, Portugal, on 5 and 6 May 2011.
Índice
Foreword 1
I THEORETICAL APPROACHES ON DIALOGUE 5
The engineering commitment: the role of public relations in managing internal communication
by Jordi Xifra 7
Public relations and dialogical ethics
by Rui Sampaio da Silva 19
Who’s afraid of social media? A normative approach to corporate discourse on the Web
by Gisela Gonçalves 33
Understanding stakeholder expectations
by Laura Olkkonen 47
II DIALOGUE IN MEDIA RELATIONS AND CRISIS COMMUNICATION 61
Media relations and health news coverage: The dialogue on Influenza A in Portugal
by Teresa Ruão, Felisbela Lopes, Sandra Marinho, Rita Araújo 63
The bidirectional communication and interaction between Journalist and Press Officer - A Case Study: Logica
by Naíde Müller Caldeira, Nuno Goulart Brandão 81
Contribution of the New Information Technologies to the Efficacy of Communication in Crisis Situations - Their Incidence in Small and Medium-sized Companies in the North of Portugal Euro-Region - Galicia
by Jorge Remondes 101
NATO Strategic Communication - The reflection of Crisis in National Newspapers
by Patrícia Marcelino, Nuno Goulart Brandão 113
III INTEGRATED COMMUNICATION STRATEGIES 129
Organisational Communication and Sustainability, studying European public campaigns
by Raquel Evangelista, Teresa Ruão 131
An identity-based approach to communication
by Arminda Sá Sequeira, Teresa Ruão 149
Discussion groups as strategy for organisational communication. The practical example of Tertúlias FNACiência
by Paula Nogueira, Teresa Ruão 155
Strategic and organisational communication in Mexican SMEs. Types of companies according to their integrated communication practices
by Victoria Carillo Duran, Maria Garcia G., J. Luís Tato, G. Melendez Haba 171
IV BRANDING AND INTERACTIVE CAMPAIGNS 181
Logomorphism and Liquid Logos: An Analysis of Google Doodles
by Louise A. Elali, Danielle I. Keiser, Ozen Odag 183
Branding Events: The Continuous Experience
by Herlander Elias 207
The bad, the bold and the beautiful: conflicting attitudes towards advertising
by Ana Duarte Melo, Helena Sousa 223
Contributors 235
