Strategic Communication straddles the disciplines of Business Communication, Stakeholder Communication, Public Relations and Integrated Marketing Communications.
Strategic Communication straddles the disciplines of Business Communication, Stakeholder Communication, Public Relations and Integrated Marketing Communications.
* Part 1: Conceptual foundations * 1: Paradigms, perspectives and paradoxes: understanding the origins of discipline * 2: Shifting paradigms: Trends and drivers towards a strategic communication paradigm * 3: Strategy as emergence and emergent strategy: understanding social change * 4: Relational capital and shifting power relationships in the public sphere: Towards a collaborative turn * 5: Reconceptualising the role of the strategic communicator: poly-phony and poly-contextual practice * 6: Towards a moral philosophy for strategic communication practice in communal contexts * * Part 2: Unlocking strategic communication value in practice * 7: Understanding the brand value model * 8: Achieving brand sustainability through brand purpose, authenticity and engagement * 9: Building relational capital through strategic stakeholder engagement * 10: Collaboration and co-creation in the online brand space * 11: Engaging employees through employee and employer brand * 12: Brand legitimacy and social justice: building social capital through corporate social responsiveness * * Part 3: Challenges of strategic communication in the southern African context * 13: Moral laxity and ethical brand failures in the South African corporate brand scape * 14: Resistance from the margins: Social injustice and stakeholder activism * 15: Unreal: fake bots and fake news and artificial intelligence * 16: In need of a makeover? Image repair and brand apology: A South African brand reality * 17: Brand risk in online spaces. Facing up to the Twitterati * 18: Big data but little insight * 19: Changing client-agency relationships * 20: The future of strategic communication theory and practice * * Part 4: Case studies
* Part 1: Conceptual foundations * 1: Paradigms, perspectives and paradoxes: understanding the origins of discipline * 2: Shifting paradigms: Trends and drivers towards a strategic communication paradigm * 3: Strategy as emergence and emergent strategy: understanding social change * 4: Relational capital and shifting power relationships in the public sphere: Towards a collaborative turn * 5: Reconceptualising the role of the strategic communicator: poly-phony and poly-contextual practice * 6: Towards a moral philosophy for strategic communication practice in communal contexts * * Part 2: Unlocking strategic communication value in practice * 7: Understanding the brand value model * 8: Achieving brand sustainability through brand purpose, authenticity and engagement * 9: Building relational capital through strategic stakeholder engagement * 10: Collaboration and co-creation in the online brand space * 11: Engaging employees through employee and employer brand * 12: Brand legitimacy and social justice: building social capital through corporate social responsiveness * * Part 3: Challenges of strategic communication in the southern African context * 13: Moral laxity and ethical brand failures in the South African corporate brand scape * 14: Resistance from the margins: Social injustice and stakeholder activism * 15: Unreal: fake bots and fake news and artificial intelligence * 16: In need of a makeover? Image repair and brand apology: A South African brand reality * 17: Brand risk in online spaces. Facing up to the Twitterati * 18: Big data but little insight * 19: Changing client-agency relationships * 20: The future of strategic communication theory and practice * * Part 4: Case studies
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