Exploring the implications of 10 years of data from more than 21,000 communication professionals across Europe, combined with case studies and interviews with senior communication directors from top European companies and organisations, this book provides an insight into how to build, develop and lead excellent communication. It presents a culmination of research and best practice models, covering strategic communication, the impact on reputation, crisis, mediatisation, organisational culture, new digital, social and mobile media as well as the development of professionalisation. Providing clear guidance on the difference between normal and excellent communications departments, the book shows readers how communication can effectively influence and support the organisation and positively fit within the business strategy of today's global and changing markets. The study behind this book, the European Communication Monitor, is known as the most comprehensive provider of reliable data in the communication field worldwide.
Ralph Tench is Professor of Communication at the Faculty of Business and Law, Leeds Beckett University, UK. He is President of the European Public Relations Research and Education Association, Brussels (2018-19).
Dejan Vercic is Professor and Head of Centre for Marketing and Public Relations at the University of Ljubljana, Slovenia.
Ansgar Zerfass is Professor and Chair in Strategic Communication at the University of Leipzig, Germany, and Professor in Communication and Leadership at BI Norwegian Business School, Oslo. He is Editor of the International Journal of Strategic Communication, USA.
Ángeles Moreno is Titular Professor at the University Rey Juan Carlos, Spain, and Board Director for the European Public Relations Research and Education Association, Brussels.
Piet Verhoeven is Associate Professor of Corporate Communication at the Amsterdam School of Communication Research (ASCoR), University of Amsterdam, Netherlands.
Introduction.- Part I: Connected Organisations.- Commandment 1: Globalised.- Commandment 2: Mediatised.- Commandment 3: Reflective.- Part II: Influential Departments.- Commandment 4: Embedded.- Commandment 5: Datafied.- Commandment 6: Strategised.- Part III: Ambitious Professionals.- Commandment 7: Sagacious.- Commandment 8: Linked.- Commandment 9: Solid.- The Future Of Excellent Communication: From A Soft To A Hard Discipline.- About the European Communication Monitor And Its Methodology.- References.