Navigating Digital Communication and Challenges for Organizations

Description

Public involvement has the power to promote an active circulation of media content and can generate economic and cultural value for organizations. The current perspectives on interactions between audiences, organizations, and content production suggests a relational logic between audiences and media through new productivity proposals. In this sense, it is interesting to observe the reasoning of audience experience through the concepts of interactivity and participation. However, there is a gap between the intentions of communication professionals and their organizations and the effective circulation and content retention among the audiences of interest, as well as the distinction between informing and communicating. Navigating Digital Communication and Challenges for Organizations discusses communication research with a focus on organizational communication that includes a range of methods, strategies, and viewpoints on digital communication. Covering a range of topics such as internal communication and public relations, this reference work is ideal for researchers, academicians, policymakers, business owners, practitioners, instructors, and students. Cover Title Page Copyright Page Book Series Editorial Advisory Board Table of Contents Detailed Table of Contents Preface Acknowledgment Section 1: Section 1 Chapter 1: Internal Communication in Contemporary Organizations Chapter 2: The Digital Influence Ecosystem and Its Relation to Organizational Communication Chapter 3: Disruptive Communication Chapter 4: Media Visibility in the Digital Context Section 2: Section 2 Chapter 5: How Small Companies Used Shopstreaming in Their Fight for Survival in a COVID-19 Scenario Chapter 6: COVID-19 Vaccination Campaign Chapter 7: Health Communication on Social Media Section 3: Section 3 Chapter 8: Beyond the Corporate Digital Newsroom 2.0 Chapter 9: Bridging Journalists and PR Practitioners in a Digital Context Section 4: Section 4 Chapter 10: Empathic Brands Chapter 11: Place Branding, Digital Communication, and Citizenship Section 5: Section 5 Chapter 12: Internet Marketing Chapter 13: The Use of CRM in Marketing and Communication Strategies in Portuguese Non-Profit Organizations Chapter 14: Social Media Reputation, Corporate Reputation Compilation of References About the Contributors Index