Strategic Communication in Context: Theoretical Debates and Applied Research

Sara Balonas · Teresa Ruão · María-Victoria Carrillo

Jul. 2021 · UMinho Editora/CECS

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Strategic communication is becoming more relevant in communication sciences, though it needs to deepen its reflective practices, especially considering its potential in a VUCA world — volatile, uncertain, complex and ambiguous. The capillary, holistic and result-oriented nature that portrays this scientific field has led to the imperative of expanding knowledge about the different approaches, methodologies and impacts in all kinds of organisations when strategic communication is applied. Therefore Strategic Communication in Context: Theoretical Debates and Applied Research assembles several studies and essays by renowned authors who explore the topic from different angles, thus testing the elasticity of the concept. Moreover, this group of authors represents various schools of thought and geographies, making this book particularly rich and cross-disciplinary.

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Sara Balonas is assistant professor at University of Minho (Portugal) and researcher at Communication and Society Research Centre. PhD in communication sciences — advertising in social sphere. Teaches strategic communication, brands, advertising and creativity. Research work is focused on the reconfiguration of advertising, its role in society beyond consumption and as a contribution to a better citizenship practice. Research interests: strategic communication, social change, behavioural communication, social marketing, non-profit communication, corporate social responsibility, communication for public health, territorial communication, political communication. Coordinator of Createlab (Creative Agency: Experimentation and Innovation Lab), Communication and Society Research Centre. Since 2013, works as a trainer and consultant in strategic communication for public health. Has professional experience in communications’ field: has been working for 30 years on communication strategies and campaigns. Currently, she is CEO of B+ Communication, an advertising company created in 2002, and is founder of Be True — Programme for sustainability and social responsibility (2010). Has been ambassador of entrepreneurship, nominated by the European Commission (2010–2013).

Teresa Ruão is associated professor in the Communication Sciences Department at the University of Minho – Portugal. She has a PhD thesis in communication sciences – organizational communication. She was vice-president of the Social Sciences Institute and president of its Pedagogical Council, from 2010 to 2019, and is currently vice-head of the Communication and Society Research Centre. Researches and teaches on organizational and strategic communication, brands and public relations, applied to corporate communication, science communication, health communication or communication for innovation.

María-Victoria Carrillo is an associate professor in the audiovisual communication and advertising area of the University of Extremadura, Faculty of Library and Communication Science, Department of Information and Communication. The leading researcher on AR-CO (group of research on digital and corporate communication).