Strategic Communication

Με ποιους τρόπους μπορούν τα περιφερειακά μουσεία τεχνών να ανταποκριθούν στις νέες παγκόσμιες προκλήσεις και κοινωνικές ανάγκες για μάθηση και αναψυχή; Πώς αξιοποιούν τις νέες τάσεις στην πολιτιστική επικοινωνία και τα ψηφιακά μέσα; Πώς μπορούν να εμπνεύσουν τον επισκέπτη και να τον κάνουν συμμέτοχο στην αποστολή, τις αξίες και τις δράσεις τους; Ποιος είναι ο ρόλος τους στην περιφερειακή ανάπτυξη και πώς αλληλεπιδρούν με τις τοπικές κοινότητες και ομάδες ενδιαφέροντος για την αξιοποίηση και προβολή του πολιτιστικού κεφαλαίου τους;
Η παρούσα εργασία εξετάζει τα παραπάνω ζητήματα σε σχέση με την ανάπτυξη, προβολή και ανταγωνιστικότητα των δημόσιων μουσείων τεχνών της ελληνικής περιφέρειας. Προσεγγίζονται ζητήματα όπως η ολιστική στρατηγική επικοινωνίας, οι συμβατικές και ψηφιακές «αφηγήσεις» και η συμμετοχή των κοινών, η βιωματική μάθηση και τα ψηφιακά ερμηνευτικά μέσα, το μάρκετινγκ εμπειρίας, ο κοινωνικός ρόλος της τέχνης και η αποαποικιοποίηση. Επίσης, αναλύονται θέματα όπως η πολιτιστική πολιτική, η νησιωτικότητα, η περιφερειακή βιωσιμότητα και η πολιτισμοκεντρική ανάπτυξη.
Για να διερευνηθούν εμπειρικά οι θεωρητικές διατυπώσεις χρησιμοποιείται η μελέτη περίπτωσης του Μουσείου Νεοελληνικής Τέχνης Δήμου Ρόδου με τις πολύτιμες συλλογές τέχνης του 20ου αιώνα. Η ποιοτική έρευνα συγκεντρώνει πρωτογενή και δευτερογενή στοιχεία από τη σημερινή επικοινωνιακή πολιτική και διαχείριση του μουσείου, συνεντεύξεις από εκπροσώπους ομάδων ενδιαφέροντος, επιτόπια και συμμετοχική παρατήρηση και συγκριτικά ευρήματα από ομοειδείς οργανισμούς της χώρας.
Εξάγεται το γενικό συμπέρασμα ότι το μουσείο εμφανίζει σημαντικές ανεπάρκειες στην επικοινωνιακή του διαχείριση, δεν έχει αναπτύξει στρατηγική για την ανάδειξη των συλλογών του, δεν παράγει καινοτόμες εικαστικές δράσεις και δεν προσφέρει στην υποκειμενική/κοινωνική δόμηση της μουσειακής εμπειρίας τόσο στο φυσικό όσο και στο ψηφιακό πεδίο.
Προτείνονται επικοινωνιακοί τρόποι με τους οποίους το μουσείο μπορεί να οικοδομήσει μια νέα εικόνα ορατότητας, διείσδυσης στην πολιτιστική «αγορά» και δέσμευσης με τα κοινά του, ικανοποιώντας τις ανάγκες και επιθυμίες των επισκεπτών του και συνεισφέροντας στην τοπική πολιτισμική ανάπτυξη και την εγχώρια οικονομία του πολιτισμού.

Influence and persuasion are gaining increased attention in warfare, but often social psychology approaches remain underused or neglected while this academic field has provided useful insights into this approach, especially as a non-kinetic capability. To effectively influence and persuade, we need to understand the adversary and the specific frame of reference of the relevant audience, which can be determined through Actor and Audience Analysis (AAA), a relatively new tool that has shown promising results. Based on the results of AAA, the communicator's characteristics and persuasion techniques must be tailored to the specific audience. This chapter will use delegitimisation of the adversary, specifically in the context of extremism and terrorism, as an example to demonstrate how influence and persuasion can be applied in a military context.

The concept of political communication refers to both a set of professional practices and a theoretical and scholarly discipline. As a professional practice, the term "political communication" suggests a series of communication processes that have been given labels as varied as propaganda, electoral marketing, political marketing, political campaigning , and political public relations. Political communication has developed into an academic field of inquiry, with foundations in theories and methods from communication , political science, sociology, psychology, marketing, history, rhetoric, and other fields. Its multidisciplinary nature explains the difficulty in finding a straightforward definition. But it is agreed that political communication focuses on interaction between political actors, the media, and citizens, which is marked by its persuasive and strategic character.

As an organizational function, internal communication is gaining in importance, meriting a special issue on the topic. This importance is evident in many recent efforts among practitioners in Europe and the US to seek recognition of this field as an independent domain. Scholarship on internal communication has not kept pace with these initiatives. This introduction to the special issue addresses several key issues related to this topic and presents findings from a Delphi study of the leaders of European associations on internal communication. Results of the study are fuzzy: respondents see internal communication as interdisciplinary management function integrating elements of human resources management, communication and marketing, but at the same time they see it primarily as a part of the organization's communication function that is simultaneously managerial and technical. However, they contend that internal communication is an independent research field.

Beat reporting in Nigeria grew from the early 1980’s, onto the 90’s and onwards. It was out of an attempt to perfect news reporting, by encouraging specialization amongst reporters. This paper analyses the expansion of the trend, from when, particularly, private newspapers were established, up until the coming of online journalism, reasoning that while the private media organisations gave further meaning to the practice, the public media had earlier engaged in it through only a concentration on government departments. It noted the evolution of sundry beats in the county’s journalism space as including Ports, Judiciary, Defence, Foreign Affairs, Information Technology, Crime, Science, Health, Technology, Travel and Tourism, Entertainment, Lifestyle, Business, Police Affairs, Energy, Politics, Transport, Sports, City, Education, Culture, Religion, Aviation, Oil and Gas, amongst others, arguing that while the outlining of these beats were concerted attempts at improving the quality of ...

This article aims at analyzing and identifying the contributions of the strategic organizational communication for the mining company Samarco sustainability policy. Based on the concepts of strategic organizational communication and sustainability it
researches the intersection of the possible interfaces between two objects of study (communication and sustainability) as they are implemented at the same context and organizational environment. For this analysis, it was investigated the presence of the components of strategic communication and how each of them are implemented in the policies and business practices focused on sustainable development. Finally, it raised the most important contributions of communication for this matter and it verified how each element of communication has been developed within the communication management strategy and also for the communication of the organizational policies management themselves.

Strategic communication, in contrast to everyday public relations, concentrates on the core drivers of organizational success. It also expands the traditional set of institutionalized communication measures in order to manage meaning in all kinds of interactions with internal and external stakeholders. Along this line, this article argues that communication should play a new role in promoting innovation management as a crucial process in today's society, and that this can be achieved by a new understanding of leadership communication. Theoretical concepts and empirical findings can be integrated into a wheel of leadership communication on innovations that combines the social, cognitive, affective, and conative dimensions of a new role in the innovation process supported by communication management.

Modernism period had been passed due the up coming of the globalization euphoria that begin to decreasing the state role in society (Habermas, 1999). Public sphere in a democracy life retained an integrated communication in the political community between market (society that merely represent by civil society-organization as a bridging point between the state and their society), product organization (executive-government) and politic organization (legislative-DPR/DPD/DPRD) - (Habermas, 1992:45).
The process of  social interactionists working striving rapprochment with macrosociology to reach a specifying equilibrium and integration in their present and the future social life. The results have given influences through their social behavior that coloring the interaction pattern by initiate behavior or operate behavior that adopted  by  solidarity relationship, power  and wealth. Exerted the capacity of civil society, particulary in Indonesia, need further an analytical  reference to understanding specific tensions from the particular group and their interest. The recognition of  systemic problems  and a sense of injustice that sufficient to generate sustained collective mobilization were mediated by overarching cultural patterns (Eisenstadt, 1963:222-250).
According to government new regulation of civil society-organization policy  on UU Ormas No.17/2013, especially article 40 to 42 about empowerment, and article 39 about possibility for civil society organization to have a ‘corporate’ to provide their financial flow, as a propose position for mostly the civil society problems. The socialization of recent regulation  need to push the behavior and social change by the process of  involving, simultaneously, the differentiation of power and efforts at mobilization of resources and control (Eisenstadt, 1963:14). Therefore government needs assesment to provide a specified Civil Society Reformation in advantage.
A simultant  and continuous discourses (deliberative democracy) program to improve a capacity of civil society organization redeemed acknowledge of governance reformation and human capital. And therefore a specified integrated strategic communication needs to provide as well,  to maximize the results of discourses program, such as a media campaign. These elaboration program are propose the social fungsionalism stucture to shape the civil society behavior and social actions generate by independency, transparency and accountability.
Behavior and social actions change in this Integrated  Strategic Communication - deliberative  democracy (Discourses) Plan Program (ISCDPP) Equity involves four steps: (1) establishing the ISCDPP identity, (2) creating ISCDPP associations, (3) eliciting positive, accesible responses, and (4) forging ISCDPP relationships with users (society). Achieving these four steps, in turn, involves establishing six ISCDPP-building blocks that starts from ISCDPP salience, ISCDPP performance, ISCDPP imagery, ISCDPP judgements, ISCDPP feelings, and ISCDPP  resonances.
According to recent situation where  publics become more pragmatism and skeptic to the nation-state government, ISCDPP merely  a suitable solution for the government to building the civil society capacity. Therefore nation-state needs assesment to set their road map for Civil SocietyOrganization Reformation to reach a certain social solidarity that hopefully will ease the application of the government regulation (UU Ormas No.17/2013) in the future to fulfill “a social justice for all citizen through society independency”.
Related with case study, writer need to represent the logical framework of the relevancies of deliberative democracy method in terms of information, understanding, argumentative that based on deliberative philosophy base line that encouraging freedom, equality, and rationality onto the discourses interactionist. Something need to emphasize that all the community  of state have to find their own applicable strategies to build their country (Frieberg & Hettne, 1985:220).
The results of the observation see that the dominant problems that need to be solves are the identification methods whether define by identified the gaps of definition, objectivities, achievement, reality, credibility, action, resources, measurement, power and cultural patterns among the political community (government-legislative-society); the applications; and the impacts that is still not meet the stakeholders need to adjust by empowering the capacity building of these three elements (government-legislative-society) simultanly and continuously.
The purpose of this model is acknowledge society about their part in political community that sometimes interface the regulations or policies within effected their  social life, and therefore they had a right to deliberative their thought and minds freely, equally and rationale.

Keywords: Integrated Strategic Communication - Deliberative Democracy (Discourses) Plan Program (ISCDPP) Equity; Political Community; Civil Society Reformation; Society Independency; UU Ormas No.17/2013 article 39, 40-42.

The increased need for counseling services is evident with the steady rise in mental health conditions in college-aged students. However, a number of factors inhibit students from seeking help. This study argues that mental-health climates need to be assessed on individual campuses in order to improve counseling services outreach tactics. Results of surveys and interviews at Florida Institute of Technology suggest the awareness of mental health services and the availability of counseling staff need improvement. The presence of mental-health stigma and high levels of self-reliance among students would complicate the awareness improvement effort, but several measures could be effective.

Recently interview by the Georgian Foundation for Strategic and International Studies (GFSIS) on the topic of "Strategic Communication: Influencing Public Perception." In the interview, Walker discusses the role of strategic communication in countering propaganda and disinformation and also highlights the tenets of an effective counter-narrative.

Corporate social responsibility (CSR) research indicates that consumers are skeptical of a company’s support of social causes unless they can determine that the efforts are legitimate and authentic. One way companies can demonstrate legitimacy in their CSR efforts is by supporting causes that are perceived to “fit.” The goal of this study is to explore the effects of company–cause fit within the context of the CSR strategy of femvertising. Femvertising is defined as “advertising that employs pro-female talent, messages, and imagery to empower women and girls.” A survey of U.S. adults (n = 419) was employed to investigate consumer attitude toward femvertising as well as four specific femvertising messages as they related to respondents’ perceptions of company–cause fit, CSR associations, and purchase intentions. This study also examined the mediating roles of two related mechanisms – perceived organization-public relationship quality and company loyalty – in connecting CSR associations and purchase intention. The findings suggest that within a femvertising context, purchase intention is impacted by CSR associations and company–cause fit both directly and through loyalty. The findings clarify how company support of women-empowering causes can be an effective CSR strategy and how it fits with the current strategic communication literature.

After the 9/11 terrorist attacks the term "strategic communication" became widely used by political and military leaders as well. Shortly it became a kind of a 'buzzword' As a result, today there are many definitions in use to describe it, however we are still facing lots of challenges if we wish to deeply understand the real meaning of this term. For a better understanding and based on the research done so far, the author presents a meaning of strategic communication based on some new methodologies, and suggests a new approach and definition.

This conceptual article proposes a new integrative model of the country image by drawing on advances from the fields of business studies, social psychology, political science, and communication science. To interrelate different approaches, a communication management perspective is applied, providing a basic terminological framework systemizing the central constructs of country image, country reputation, country brand, and country identity. On this basis the authors develop the ‘4D Model' of the country image by integrating well-established concepts from national identity theory, attitude theory, and reputation management. The new model is suited for application in comparative analyses of country images both on the level of different groups (such as a country’s domestic and foreign publics) as well as different societal levels (such as individual attitudes on the one hand and mass-mediated prestige information on the other).

This is the second part of the essay "The Measurement of Trust in Communication Research" (continued from Part 1 published in December 2020). The aim of the essay was to review the last 100 years of the measurement of trust in Communication and related disciplines.

In: Communication Research Trends. March, 2021, Vol. 40 Issue 1, p4, 33 p.; Centre for the Study of Communication and Culture, 2021. Language: English, Database: Gale Academic OneFile

The academic community cannot ignore the growing opportunities offered by artificial intelligence. Especially relevant are developments in this ares against the background of growing challenges and threats arising from the use of the digital environment by actors of psychological warfare-by strategists and tactics of "color revolutions' as well as terrorist and criminal groups. The main objective of the paper is to develop efective instruments to counter the destructive psychological impact on the individual, society, and the state. As a tool in such psychological warfare, the authors see the use of hybrid intellectual systems for decision support bazed on fuzzy cognitive maps, the method of hierarchies, and artificial neural networks. The authors also state for the creation of the mathematical models of decision support in psychological warfare and discuss the need for training based on data mining, obtained from the Internet, using deep learning networks.

Organizations have found a channel in social networks to reach their target audience. However, not all of them have an efficient communication strategy. In the present study, Encone.tv was chosen to analyze the content it publishes on its Like page, in order to understand whether the information that is disseminated creates engagement and is managing to retain its users. For this, the textual and visual contents of the publications during 2015 were investigated and a study of interactivity was carried out. A survey and interview were also applied to find out in detail what the followers think about the content and the performance of the Like page.

Violent extremism has become the global concern especially after the beginning of 21st Century. Therefore, understanding the various aspects of violent extremism particularly multifaceted communication strategies which will be fit to handle the modern challenges has become imperative. On incidences of terrorism and violent extremism, Pakistan has lost on socio, economic, cultural and educational grounds. Meanwhile, there are contending positions that the incessant attacks are due to the gap in proper Communication between security apparatus, government and the extremist groups. In view of this, the article examines the roles of strategic communication in the countering of violent extremism and its influence on Pakistani society. The paper also brought to the open, some of the critical context and drivers of violent extremism. Based on this, the paper proffers a model which captured the contemporary communication strategies for countering violent extremism. It also argues that strategic communication can be assimilated into policies and actions of the major stakeholders as a strategic measure to handle the radicalized and violent extremism. Moreover, with the help of few judicious approaches/strategies, a balance and a moderate society can be established. Further to this are the ideal practices being recommended in line with the theory of strategic communication planning format that will not only help in tackling extremism but also bringing peace.

Scholars have paid little attention to the role of media scandals in U.S. foreign policy discourse. This article suggests that journalists’ treatment of foreign policy failures as scandalous bears little relationship to the nature or effects of officials’ malfeasance. Scandalized news coverage is instead more fruitfully viewed through the lens of skilled strategic framing. Contrasting the news about two terrorist attacks on Americans—9/11 and Benghazi—reveals how politicians can successfully promote or deflect potential foreign policy scandals without much regard for evidence. Benghazi suggests that unsubstantiated or minor failings can spawn major scandals. Conversely, 9/11 shows how and why well-documented and massive miscues may not ignite scandal. Much depends on party elites’ strategic communication choices. The ability of savvy communicators to foster or evade scandal regardless of underlying facts and severity of malfeasance has important implications for democratic accountability and prudence in U.S. foreign-policy making and democracy more broadly.

In the article are analyzed some aspects of strategic communication of Russia in Latin America.  Special attention is given to key messages of the leadership of Russia to the countries of the region, the practice of public diplomacy, competitive advantages and possible risks of strategic communication and its interpretation by political circles and the analytical centers of the USA.

Несмотря на заметный экономический, политический и моральный упадок США, эта страна продолжает играть роль ведущей силы в мировой экономике и международных отношениях и стремится не допустить дальнейшего ослабления своей мощи. Важное место отводится при этом стратегической коммуникации. Автор ста-
тьи, опираясь на методы компаративного анализа, ставит задачей проследить роль иэффективность стратегическjq коммуникации Соединенных Штатов в отстаивании своих геополитических интересов.

What is hybrid warfare?  And what role does information play in today's conflicts? In the context of the technological/information revolution of the last two decades--which has greatly amplified the danger posed by nonmilitary means of political struggle--Hybrid Conflicts and Information Warfare addresses these questions from the perspectives of both Western and Russian experts. Incorporating both theory and contemporary realities, including the case of the Islamic State, the authors offer a unique dialogue on the nature of conflict in the second decade of the twenty-first century.

Les relations publiques (ou publics) sont au  coeur de la communication des organisations.  À l’heure du 2.0, la relation est centrale. Les  entreprises dialoguent avec des acteurs de plus en plus diversifiés, exigeants et imprévisibles :  clients, partenaires, investisseurs, institutions,  salariés, société civile…
Cet ouvrage présente les essentiels de l’expertise  de la relation. De façon synthétique et  claire, il traite :
• les définitions, l’histoire et les notions fondamentales  des RP ;
• l’éthique et les approches scientifiques  des RP ;
• les outils et modalités d’évaluation ;
• les évolutions des RP à l’ère numérique.
Que vous soyez étudiant ou professionnel dans  le domaine des RP, cet ouvrage sera pour vous  un outil pédagogique de référence.

After the 9/11 terrorist attacks the term "strategic communication" became widely used by political and military leaders as well. Shortly, it became a kind of a 'buzzword'. As a result, today there are many definitions in use to describe it. However, we are still facing lots of challenges if we wish to grasp the real meaning of this term. For a better understanding, and built on the research done so far, the author presents a possible interpretationof strategic communication based on some new methodologies and suggests a new approach and definition and, by his opinion, the main actors are the states and the armed forces.

The following paper offers new insight into marketing research in the currently vastly growing fashion second-hand and resale economy. This study aims to contribute to the development of successful marketing strategies for the fashion resale market, as a means for fashion brands to venture into and take full advantage of this growing business opportunity. From an environmental perspective, furthering research into how brands can navigate the second-hand and resale economy represents a further step in nudging the fashion industry to move from a linear system to a circular business model. Specifically, this study investigates the influence of brand category (fast fashion vs. luxury) as a moderator on advertising message, and the consequent effects on consumer’s perception of brand credibility, message credibility, perceived fit and purchase intention. Data was collected from 225 participants through an online survey. The analysis consisted of used a two-factorial ANOVA with a between-subject design. The results prove the existence of a moderating effect of brand category on advertising message, thereby contributing a valuable research model to the current literature. Lastly, managerial implications and advice for marketeers for both fast fashion and luxury brands are discussed.

The digital environment has brought new forms of activism, but television remains the privileged mean to access information for most citizens in Portugal and Europe. In this study we analyze the TV news reports that journalists identify as being about “activists” and “activism” aired on the four Portuguese free-to-air channels in 2017. By measuring which issues were given the most extensive coverage, it was possible to conclude that television news gives more airtime to international news related to political and human rights issues. In which concerns national level initiatives, more coverage is given to activist initiatives that result from movements organized in time and space. The action of activist groups that practice violent acts is not highlighted in the news. The results allow a reflection on the role of television for certain groups to be publicly positioned with legitimacy, in a time of adaptation to media convergence and technological transformation.

Digital natives (also known as “Generation Y” and “Millennials”), a generation born during
of after introduction of digital technologies, 1980s and after, have mixed preferences for
media use in personal and professional lives. A study by Friedl and Tkalac Verˇciˇc (2011)
showed that even though digital natives prefer digital media in their personal lives, this
is not necessarily reflected in their business lives. This study addressing preferences of
“traditional” vs. “the new media” in a university setting found an opposite result.

With a number of Asia-Pacific countries among the fastest growing in the world, the requirements for public relations and communication management are also growing in terms of both demand and professionalism. It is essential that practitioners and academics keep pace with demand and achieve ‘international best practice’. In 2015/16, the largest ever survey of PR and communication management in Asia-Pacific was launched as a biannual study, with the second survey undertaken in 2017/18. The survey is modelled on similar studies that have been conducted in Europe since 2007, in Latin American since 2014, and North America from 2018, allowing international comparison. This analysis examines key findings of the latest AsiaPacific survey and compares results with the 2015/16 Asia-Pacific study as well as with international data to identify trends, areas of growth in professional practice, and gaps and shortcomings to be addressed. The findings are informative for educators, professional a...

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Gender equality is an extremely important issue for all businesses, nevertheless the fast fashion industry, which targets mainly the female population, faces major challenges related to women wellbeing and labor rights, employees professional and personal development. The objective of
this paper is to analyse how three leading fast fashion companies include gender equality in their sustainability reports as part of their communication strategy and as a tool for legitimations. The main findings show that fast fashion industry focuses the communication based on gender equality issues explaining the improved working conditions and professional development opportunities for the female employees from all around the world along the entire Supply Chain Management.

In the last few years, Trader Joe's has fallen to number three among America's favorite grocery stores. In order to increase brand awareness, brand engagement and word of mouth about the brand, ultimately increasing customer base and sales, we propose an integrated social media campaign. Trader Joe's has a great deal of brand equity, however there are a number of reasons they should have a corporate digital presence. including the 'cost of ignoring social media' .

A comunicação no contexto das organizações está em constante reconfiguração. As novas formas de informação, de interação, de partilha e de consumo que caracterizam as sociedades atuais trazem novos desafios às organizações e às suas estruturas comunicativas e tal justifica, sempre que possível, uma incursão pelo campo da Comunicação Organizacional com a principal motivação de compreender o estado atual da disciplina e acompanhar as suas tendências de investigação. Tal é o propósito deste estudo: averiguar o estado da arte da Comunicação Organizacional recuando, para isso, às origens da disciplina e às suas preocupações fundacionais, as quais são fundamentais para compreender as abordagens que descrevem o campo no século XXI. Com esta análise pretendemos traçar as tendências de investigação da disciplina a abordar os principais desafios que caracterizam a relação entre comunicação e organização na atualidade. Para cumprir este objetivo, recorremos a uma metodologia qualitativa, através da análise de vários artigos científicos e de livros publicados no âmbito dos estudos da Comunicação Organizacional (desde o aparecimento da disciplina), os quais nos permitiram entender e descrever as abordagens, os paradigmas, as metodologias, os temas e as tendências que protagonizaram a criação e o avanço desta disciplina. Trata-se, portanto, de uma revisão da literatura que privilegiou os trabalhos de académicos e investigadores reconhecidos nesta área científica. A sua análise foi fundamental para descrever os quatro paradigmas que se desenvolveram campo da Comunicação Organizacional: o positivista, o interpretativo, o crítico e o constitutivo. Percebemos, como conclusão, que estas abordagens convivem harmoniosamente na tentativa de explicar o ambiente organizacional atual, o qual parece ter como principais desafios a constante evolução das tecnologias de informação e comunicação, que atribuem mais poder aos públicos e enfatizam os processos de comunicação relacional e a importância de comportamentos organizacionais éticos e responsáveis no seio de uma sociedade cada vez mais exigente e informada. Assim, também a comunicação enquanto estratégia tem conquistado espaço nas tendências de investigação em Comunicação Organizacional, como um tipo de comunicação que procura apoiar a missão da organização ao mesmo tempo que procura estabelecer relações profícuas entre a organização e os seus públicos. Este é, portanto, um trabalho de sistematização de abordagens e de tendências que procura identificar o estado atual do estudo da Comunicação Organizacional, destacando-se quer pela apresentação da evolução do campo no século XXI quer, principalmente, pela sua apresentação em língua portuguesa, algo que é pouco comum nesta disciplina. Abstract Communication in the context of organizations is constantly being reconfigured. The new forms of information, interaction, sharing and consumption that characterize today's societies bring new challenges to organizations and their communicative structures and this justifies, whenever possible, an incursion into the field of Organizational Communication with the main motivation to understand the current state of the discipline and follow its research trends. Such is the purpose of this study: to investigate the state of the art of Organizational Communication, going back, for this, to the origins of the discipline and to its foundational concerns, which are fundamental to understand the approaches that describe the field in the 21st century. With this analysis we intend to trace the research trends of the discipline to address the main challenges that characterize the relationship between communication and organization today. To fulfill this objective, we use a qualitative methodology, through the analysis of several scientific articles and books published in the scope of the studies of Organizational Communication (since the appearance of the discipline), which allowed us to understand and describe the approaches, paradigms,

Imagine that you're a black woman who wants to work for a major U.S. company with hundreds of employees. But you notice something strange: the company doesn't seem to hire black women. They're just not there. Seems like an obvious case of discrimination, right?

Previamente al formidable boom de Internet y de las comunicaciones digitales extendidas, dos grandes paradigmas del pensamiento administrativo influían decisivamente en la gestión empresarial: la dirección por objetivos y el desarrollo organizativo. En ambos paradigmas la comunicación era considerada asunto periférico.

Purpose: This study aims to understand factors that may stimulate or inhibit communication practitioners when it comes to measurement and evaluation (M&E) of communication initiatives at the outcome level (i.e., impact on stakeholder attitudes and behavior or business results).

Design/methodology/approach: Based on Ajzen’s (1985) theory of planned behavior (TPB), we develop and test a new model to analyze antecedents to M&E behavior (attitude, perceived norms, and behavioral control) and assess how they impact practitioners’ intentions to perform outcome M&E. The model is tested in a standardized online survey (n = 371).

Findings: Findings show that the TPB model explains a large amount of the variance in practitioners’ intentions to engage in M&E at the outcome level. The model demonstrates that attitude toward outcome M&E and perceived behavioral control – particularly lack of skills – are the two strongest predictors of practitioners’ intentions to measure and evaluate outcomes of their communication initiatives. Perceived norms to perform outcome M&E have only a very weak effect on intentions.

Implications: The findings specifically highlight the potential of education when it comes to developing M&E capabilities in the practice. They also suggest that the role of normative pressure to perform outcome M&E needs to be much better understood in terms of the dynamics of standardization specifically regarding design, implementation, and monitoring of M&E standards.

Originality/value: The study is the first to go beyond the common descriptive focus in studying M&E practices and is the first application of the TPB to understand the factors that drive professional behavior of communication practitioners.

This Impact Report identifies and summarises the diverse impacts, resulting from the £500m of UK funding of Science and Technology in 2013, using numerous quantitative metrics and short case study extracts.  It shows how the varied impacts of a national science and technology organization and its many funded programmes can be annually identified, captured, tracked, and summarised in a public document.

The report was produced for, and by, the Science and Technology Facilities Council (STFC) -  the UK Research Council responsible for funding: (1) all UK astronomy, particle and nuclear physics research, (2) related UK science and technology facilities (e.g. as Harwell and Daresbury), (3) the UK contribution to international science (e.g. CERN, international telescopes and space missions), (4) innovation and business spin-off programmes, and (5) UK public engagement activities.

The Report was co-researched and co-authored by the STFC Impact Team, including myself while Impact Evaluation Manager in 2013, with Dr. Claire Dougan-McCallie (lead author/Head of Impact) and Jenny Beard, with additional input from senior managers, and many data and case study contributions from other key managers across STFC.

Varied key impacts are identified and reported including:

• Research amongst the best (by citation impact) in astronomy, nuclear and particle physics.
• Supported research of 226 Principal Investigators in 70 universities, led to 1,100 peer-reviewed papers in 2012.
• Facilities (the Diamond Light Source, ISIS and CLF) were used in 2012/13 by over 4,200 unique users , in over 2,400 experiments, producing over 1,000 papers in peer-reviewed journals.

• Technology from CERN benefited the UK economy by over £100 billion every year.
• Funding the development of the UK’s space, internet and computer animation industries, returned over £500 billion to the UK economy per annum.
• Funded Innovation Campuses hosted over 230 enterprises and supported over 5,000 jobs.
• UK industry won £43 million in contracts from the international subscriptions funded, and had accumulated a total of £150 million since 2005.

• Funded research inspired future generations to study STEM subjects, attracting 90% of UK undergraduates to study physics, funded 782 PhD students  and 16,800 student training days.
• Between 2009 to 2012 public engagement programmes engaged people on 58 million occasions, with 2 million people engaged in face-to-face activities in 2013 alone.

Corporate action is subject to more scrutiny than ever. An attempt to legitimize the corporate role is seen in corporate social responsibility as a part of a triple bottom line framework. Corporate principles are communicated in various forms to a wide set of stakeholders. Ideally, what is communicated in terms of principles is also seen in business practice. In cases where the principles and actions differ, the platform for creating a brand territory is limited. The communication platform is affected by, for example, corporate documents, actions and media perceptions. The studied cases, from the construction industry, illustrate how media portrays business conduct. It shows that the corporate communication strategy is affected by media's verdicts. Driven by outside pressure, a set of ethical principles were declared but they received little attention since their press release was poorly timed; the press release coincided with a scandal of unethical business conduct concerning the same company. Branding represents a cornerstone in the corporate marketing umbrella. It is a simplifying symbol that helps stakeholders distinguish between sales offers. Credence values such as social responsibility and ethical business conduct are intangible; the brand thus becomes a guarantee for the communicated social values.