The Handbook of Strategic Communication Handbooks in Communication and Media Series

Presents cocreational perspectives on current international practices and theories relevant to strategic communication

The Handbook of Strategic Communication brings together work from leading scholars and practitioners in the field to explore the many practical, national and cultural differences in modern approaches to strategic communication. Designed to provide a coherent understanding of strategic communication across various subfields, this authoritative volume familiarizes practitioners, researchers, and advanced students with an inclusive range of international practices, current theories, and contemporary debates and issues in this dynamic, multidisciplinary field.

This Handbook covers an expansive range of strategic communication models, theories, and applications, comprising two dozen in-depth chapters written by international scholars and practitioners. In-depth essays discuss the three core areas of strategic communication?public relations, marketing communication, and health communication?and their many subfields, such as political communication, issues management, crisis and risk communication, environmental and science communication, public diplomacy, disaster management, strategic communication for social movements and religious communities, and many others. This timely volume:

• Challenges common assumptions about the narrowness of strategic communication
• Highlights ongoing efforts to unify the understanding and practice of strategic communication across a range of subfields
• Discusses models and theories applied to diverse areas such as conflict resolution, research and evaluation, tobacco control, climate change, and counter terrorism strategic communication
• Examines current research and models of strategic communication, such as the application of the CAUSE Model to climate change communication
• Explores strategic communication approaches in various international contexts, including patient-oriented healthcare in Russia, road and tunnel safety in Norway, public sector communication in Turkey, and ethical conflict resolution in Guatemala

The Handbook of Strategic Communication is an indispensable resource for practitioners, researchers, scholars, and students involved in any aspect of strategic communication across its many subfields.

Introduction and Authors 1

1 Strategic Communication: Field, Concepts, and the Cocreational Model 6
Carl H. Botan

Part I Strategic Communication Around the World 15

2 Dialogic Strategic Communication: A Key for Effective, Sustainable, and Ethical Social Conflict Management in Guatemala 17
Karina J. Garcia-Ruano

3 Strategic Rhetoric, Dialogue, and the Long Now: A Case Study of Long-Term Thinking 31
Michael L. Kent and Petra Theunissen

4 Strategic Communication in Turkish Public Sector: Through the Lens of Public Relations 45
B. Pınar Özdemir and Melike Aktaş

Other chapters addressing strategic communication around the world: Chapters 6 & 8 (Part II), Chapter 12 (Part III), Chapter 18 (Part V), Chapter 21 (Part VI)

Part II Cocreational Perspective in Strategic Communication 59

5 A Cocreational Approach to Social-Mediated Crisis Communication: Communicating Health Crises Strategically on Social Media 61
Yan Jin and Lucinda Austin

6 The Cocreational View of Character Assassination 76
Sergei A. Samoilenko

7 Cocreational Perspectives on Strategic Communication in Counterterrorism 91
Damion Waymer

8 Communicating Safety in Norwegian Road Tunnels: A Cocreational Perspective of Strategic Communication 102
Sverre Kjetil Rød and Daniel Nilsson

Other chapters addressing the cocreational perspective: Chapter 1, Chapter 2 (Part I), Chapter 9 (Part III), Chapter 17 (Part V), Chapter 21 (Part VI)

Part III Strategic Communication in Business, Government, and Military 111

9 Strategic Communication in the Military: An Air Force Perspective 113
Ronaldo Martinez Jr., Katrina J. Cheesman, Nicholas J. Mercurio, and Cara A. Bousie

10 Strategic Communication in the Defense Industry: Grand Strategy, Key Publics, and Tactics 129
Michael F. Doble and David P. MacNeil

11 President Obama, the Affordable Care Act, and the Challenges of Strategic Political Communication 147
Stephen J. Farnsworth

12 Strategic Communication for Civil Society and Nation Building: Communication for Societal Effectiveness 165
Maureen Taylor and Erich J. Sommerfeldt

Other chapters addressing business, government, or military: Chapter 4 (Part I), Chapters 6, 7, & 8 (Part II), Chapter 17 (Part V), Chapter 22 (Part VI)

Part IV Crisis and Emergency Strategic Communication 179

13 Crisis Communication through the Lens of Strategic Communication 181
W. Timothy Coombs

14 Emergency Preparation and Response for Human-Generated Disasters 194
Emily Helsel, Timothy L. Sellnow, and Deanna D. Sellnow

15 Emergency Preparedness, Response, and Strategic Communication for Natural Disasters 208
Matthew W. Seeger, Khairul Islam, and Henry S. Seeger

Other chapters addressing crisis and emergency communication: Chapter 2 (Part I), Chapters 5 & 8 (Part II)

Part V Social, Climate, and Environmental Strategic Communication 223

16 Overcome the Deficit Model by Applying the CAUSE Model to Climate Change Communication 225
Katherine E. Rowan, Allison Engblom, Julia Hathaway, Rebecca Lloyd, Ian Vorster, Erin Z. Anderson, and Karen L. Akerlof

17 Organizations and Participation of Environmental Publics: A Cocreational Perspective Case Study 262
Janey G. Trowbridge

18 Strategic Communication in Religious and Belief Communities: Lessons from Holocaust Re-education 273
Denise Edwards-Neff

19 Gender in US Strategic Communication Research and Practice: Confronting the Master Narratives 292
Linda Aldoory, Elizabeth L. Toth, and Liang Ma

Other chapters addressing social and environmental issues: Chapter 2 (Part I), Chapter 7 (Part II), Chapter 22 (Part VI)

Part VI Strategic Communication and Health 307

20 Strategic Communication Campaigns in Health 309
Satveer Kaur-Gill and Mohan J. Dutta

21 Cocreating in the Wonderland: Communication and Patient-Oriented Healthcare in Russia 320
Alexandra Endaltseva, Nelli Bachurina, and Maria Mordvinova

22 Bridging Tobacco Control Advocacy and Strategic Communication Scholarship: Tackling the Tobacco Industry’s Extrinsic Corporate Social Responsibility with Strategic Networking 336
Jungmi Jun, Chang-Won Choi, and Joonkyoung Kim

23 Research and Evaluation in Strategic Communication 360
Yi Grace Ji, Zifei Fay Chen, Zongchao Cathy Li, and Don W. Stacks

Other chapters addressing strategic communication and health: Chapter 5 (Part II), Chapters 11 & 12 (Part III), Chapter 14 (Part IV)

Index 374

Carl H. Botan is Professor of Communication at George Mason University, Virginia, USA. He is the author of Strategic Communication Theory and Practice: The Cocreational View, the first known theoretic book on strategic communication and its applications. Dr Botan has won numerous awards, including the Public Relations Institute of Australia’s Outstanding Practitioner-Scholar Award and the Outstanding Research Achievement Award in Public Relations Scholarship. He has served on the National Curriculum Commissions for Public Relations in both the United States and in Australia, has taught strategic communication/social marketing for the Centers for Disease Control and Prevention (CDC) and the U.S. Department of Health’s Office of Women’s Health.