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Strategic Communication: South African Perspectives is an exciting new title that straddles the disciplines of business communication, stakeholder communication, public relations and integrated marketing communications. Increasing technological complexity and globalisation have resulted in fundamental societal and business changes requiring scholars and practitioners to challenge existing theoretical assumptions and examine the implications of paradigm shifts in various fields, including public relations and communication. This book explores the nature of these paradigm shifts and considers what implications tensions in the field hold for public relations and communication scholarship in general, and, specifically, for the South African field of scholarship and practice. Strategic Communication: South African Perspectives emphasises the importance of a holistic and strategic approach to communication, and this book offers a South African perspective on the emerging discipline. This text is aimed at scholars and practitioners associated with the study of communication science, corporate communication, marketing communication, marketing and brand communication and public relations in South African tertiary education institutions. The book is intended to provide a key text that can be used throughout the reader's learning journey, as well as serve as a useful tool for practitioners. The book includes the following pedagogical features: • A critical approach to theoretical concepts and current practices • Key terms and concepts that provide a clear understanding of the important concepts in strategic communication • Relevant case studies and example content that illustrate the practical application of theoretical concepts • Discussion questions that will encourage further study and research. |
