Communications

This paper examines the concepts that are so often used interchangeably in the broad field of corporate communication.  The authors first seek to define the field of marketing and how it has adapted to the fast pace of commerce and technology.  In addition, the authors address one specific component of marketing in detail – that of advertising.  This area of activity is no doubt the most conspicuous – and arguably – creative element of corporate communication. Because of this, advertising is often the one sector that becomes entangled in just how other areas of an organization communicate.  Indeed, there are cases where public relations professionals need to use the tools, tactics, know-how and accessibility of advertising in the same manner as advertisers often do when similar expertise is required from public relations (PR). Following, the study contributes to existing knowledge regarding the area of the marketing mix, which are used to communicate with customers within the Public Relations and Corporate Communications literature.
Journal: Int. J. of Teaching and Case Studies, 2014 Vol.5, No.3/4, pp.303 - 313. DOI: 10.1504/IJTCS.2014.067834

Abstract
Public relations is now seen by many as a mature field of study.  One reason why the field has managed to establish itself as a discipline is on account of the development of its own unique body of theoretical knowledge.  The inception of this knowledge is based around an understanding of the excellence theory and James Grunig’s four-step model.  With Grunigian public relations theory now over twenty years old this paper seeks to deconstruct the theory as well as other theories that have enabled practitioners to establish sound strategic approaches and PR educators to establish sustainable curricula.  The paper is divided into two sections.  In the first it draws on overarching social science theories in order to offer a descriptive analysis of what theory is.  The second larger section is divided into four parts that attempt to offer where public relations stands in a postmodern context before offering a historiography and analysis of excellence theory, persuasion theories and media theories.     

Keywords
Communication theory; Excellence Theory; Grunigian, media theory; persuasion; public relations; strategic public relations; public relations practitioners

Abstract
The purpose of this chapter is to explore, describe, and offer new directions on corporate social responsibility (CSR) communication in the digital age. CSR communication is in a state of flux as organizations adapt to technological transformations and new communication approaches conducive to the digital age. The chapter draws on current strategic communication trends and CSR communication literature to underline new theoretical and practical implications. The chapter explicates the relationship between CSR, strategic communication, and more recent forms of CSR communication via digital platforms. The Bank of Cyprus is considered as a case study to illustrate how one largely structured organization applies current approaches of CSR communication.
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The purpose of this chapter is to explore, describe, and offer new directions on corporate social responsibility (CSR) communication in the digital age. CSR communication is in a state of flux as organizations adapt to technological transformations and new communication approaches conducive to the digital age. The chapter draws on current strategic communication trends and CSR communication literature to underline new theoretical and practical implications. The chapter explicates the relationship between CSR, strategic communication, and more recent forms of CSR communication via digital platforms. The Bank of Cyprus is considered as a case study to illustrate how one largely structured organization applies current approaches of CSR communication. Nicoli, Nicholas & Komodromos, Marcos. (2019). CSR Communication in the Digital Age. 10.4018/978-1-5225-7715-7.ch005. The purpose of this chapter is to explore, describe, and offer new directions on corporate social responsibility (CSR) communication in the digital age. CSR communication is in a state of flux as organizations adapt to technological transformations and new communication approaches conducive to the digital age. The chapter draws on current strategic communication trends and CSR communication literature to underline new theoretical and practical implications. The chapter explicates the relationship between CSR, strategic communication, and more recent forms of CSR communication via digital platforms. The Bank of Cyprus is considered as a case study to illustrate how one largely structured organization applies current approaches of CSR communication.