Ib T. Guldbrandsen

Strategizing communication : theory and practice

Strategizing Communication offers a unique perspective on the theory and practice of strategic communication. The core argument lies in the title: strate­gizing – the process of acting and speaking strategically. In the process of strategizing, understanding and leveraging contextual factors such as competition, technological developments, current events as well as organizational culture, structure and practices will determine the organization’s communicative success. Now in its second edition, Strategizing Communication is written for students and practitioners interested in learning about and acquiring tools for dealing with the many and varied challenges that organizations face when communicating in today’s hybrid media landscape. Thoroughly rewritten, the new edition includes updated cases and fresh empirical examples, considerations of current developments in areas like social corporate sustainability and crisis communication as well as detailed accounts of relevant theories of e.g. organizational culture and socio­materiality. The goal, however, remains the same: to enable readers to deal with the dynamics and contingencies of strategizing communication – to plan for process. “Strategizing Communication is so much more than a textbook. Even as it provides a strong overview of both dominant and emerging approaches to strategic communication, it makes an incisive, original and compelling case for strategy as process. It cultivates keen awareness of the current conditions shaping strategic communication, while also offering a useful guide for navigating these conditions in theory and practice. Conceptually sophisticated yet thoroughly accessible, the book teems with engaging pedagogical features and cases.” Karen Lee Ashcraft, Professor of Communication, College of Media, Communication and Information, University of Colorado Boulder, USA