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Strategic Communication straddles the disciplines of Business Communication, Stakeholder Communication, Public Relations and Integrated Marketing Communications. Strategic Communication: South African perspectives breaks down these silos and emphasise the importance of a holistic and strategic approach to communication. This textbook will offer a South African perspective on the emerging discipline and practice of strategic communication.

Increasing technological complexity and globalisation have resulted in fundamental societal and business changes that require scholars and practitioners to challenge their own theoretical assumptions, and come to grips with the implications of paradigm shifts in various fields including public relations and communication. This book will explore the nature of these paradigm shifts, and considers what implications tensions in the field hold for public relations and communication scholarship in general, but also specifically for the South African field of scholarship and practice.

Strategic Communication straddles the disciplines of Business Communication, Stakeholder Communication, Public Relations and Integrated Marketing Communications. Strategic Communication: South African perspectives breaks down these silos and emphasise the importance of a holistic and strategic approach to communication. This textbook will offer a South African perspective on the emerging discipline and practice of strategic communication.

Increasing technological complexity and globalisation have resulted in fundamental societal and business changes that require scholars and practitioners to challenge their own theoretical assumptions, and come to grips with the implications of paradigm shifts in various fields including public relations and communication. This book will explore the nature of these paradigm shifts, and considers what implications tensions in the field hold for public relations and communication scholarship in general, but also specifically for the South African field of scholarship and practice.

Part 1: Conceptual foundations
1Paradigms, perspectives and paradoxes: understanding the origins of discipline
2Shifting paradigms: Trends and drivers towards a strategic communication paradigm
3Strategy as emergence and emergent strategy: understanding social change
4Relational capital and shifting power relationships in the public sphere: Towards a collaborative turn
5Reconceptualising the role of the strategic communicator: poly-phony and poly-contextual practice
6Towards a moral philosophy for strategic communication practice in communal contexts
Part 2: Unlocking strategic communication value in practice
7Understanding the brand value model
8Achieving brand sustainability through brand purpose, authenticity and engagement
9Building relational capital through strategic stakeholder engagement
10Collaboration and co-creation in the online brand space
11Engaging employees through employee and employer brand
12Brand legitimacy and social justice: building social capital through corporate social responsiveness
Part 3: Challenges of strategic communication in the southern African context
13Moral laxity and ethical brand failures in the South African corporate brand scape
14Resistance from the margins: Social injustice and stakeholder activism
15Unreal: fake bots and fake news and artificial intelligence
16In need of a makeover? Image repair and brand apology: A South African brand reality
17Brand risk in online spaces. Facing up to the Twitterati
18Big data but little insight
19Changing client-agency relationships
20The future of strategic communication theory and practice
Part 4: Case studies
This text is aimed at undergraduate students, enrolled in South African tertiary education institutions studying communication science, corporate communication, marketing communication, marketing and brand communication and public relations. The book is intended to provide a key text that can be used throughout a learner's undergraduate studies in various theoretical and applied modules.
  • Strategic Communication: SA Perspectives



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