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Bernays E: Crystallizing Public Opinion

Crystallizing Public Opinion

This book examines climate change and the need for advertising creatives to think and create strategically in order to educate about the human role in climate adaptation.&nbsp;As more brands and organizations feel the economic and cultural effects of climate realities, there is an urgent need for the advertising industry to offer smarter, creative approaches to messaging about this phenomenon. Creatives must use their ability to translate complex issues into messages that resonate with multiple audiences while&nbsp;bridge the gap between consumers and climate understanding. The author argues that brands and corporations have a social responsibilty to provide this value, thereby fighting misinformation and emboldening citizens to work toward adaptive behaviors with understanding of basic climate science. Through the themes of complexity, creativity, and courage, this book synthesizes theory on audience engagement and discusses how to frame the climate issue effectively.

Our greatest challenge is upon us. Climate change realities call for adaptation and new ways of understanding the world. For brands and their agency advocates, this demands a courageous approach to crafting work that engages a range of audiences, people often polarized and politically divided. How can the vibrant creative industry play a leading role in helping humanity adapt to climate change? What climate science resources exist that aid in developing smart communication platforms? How does a creative strategist grow skills necessary for this most important assignment?&nbsp;Brave Work, a guide for creatives in all career stages, develops a mission statement for creative leadership in these complicated times.

A Creative's Guide to Making Compelling Advertising and Brand Messages in Complicated Times

Brave Work in the Age of Climate Change

The book comprehensively covers the subject of brand management in a fiercely competitive market environment. In an age in which brand is the most valuable asset in a business, the book discusses, with illustrations, the process of building and protecting brands, what it takes for a popular name to become a brand, and then, a power brand.With relevant case studies and examples, particularly of fast-moving consumer goods (FMCG), this volume provides strategic directions and lessons for creating and developing brands that can stand test of the time. It also expounds on building brand equity in challenging times, brand extension, brand strategy as well brand accounting and valuation. The book also covers strategies for building service brands -- marketing strategies and processes have changed over time with technology and brands now must be built through social media and digital marketing, which is discussed comprehensively with cases in this title.The book will be useful to students and teachers of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations. It will also be an invaluable resource for brand marketers and practitioners.

Surviving the Competitive Environment

Strategic Brand Management

This book examines the influence and strategic efforts of the Comintern, the agency created in 1919 by Lenin to promote world revolution, during the Spanish civil war. The author explores how Soviet actors took control of the War Commissariat and the Republican Government’s foreign radio broadcast service, in order to craft and diffuse an interpretation of the conflict that would serve Soviet foreign policy interests. This effective infiltration and control, contrary to a significant scholarly consensus, was not an accidental by product, but the result of careful planning and execution. Challenging dominant interpretations of the Spanish Civil War, the author reveals how the Comintern's internal assessment of the nature of the war was in fact, in stark contrast with the evolving public narrative it promoted from July 1936. Rather than a genuine effort to combat fascism and ‘defend the democratic republic,’ the strategy of the Soviet government in the Spanish Civil War was specifically designed to drive a wedge between capitalist and 'imperialist' powers, thereby hindering the formation of a much-feared 'all-imperialist, all-capitalist' military alliance against the USSR. With chapters delving into key topics such as the manipulation of public narratives, the strategic deployment of propaganda, and the construction of memory, this book presents new insights for scholars of the Spanish Civil War, the Soviet Union, and collective memory studies.

Crafting Public Narrative

Soviet Strategy in the Spanish Civil War, 1936–39

Research shows that professional services firms can improve their approaches to attract, retain and develop their clients. However, even those firms that have invested in marketing and business development are now facing the challenges of integration of these functions along with sophisticated digital and global communications. Clients now have opportunities to research potential suppliers through a variety of channels including social media. Many of the large and medium-sized firms have global clients seeking local servicing. This book covers both strategic and tactical perspectives and processes for all involved in seeking, keeping, developing and servicing clients. The text is supported by the annual Marketing Benchmark carried out by Meridian West and the Managing Partner's Forum combined with a new, 2015, BD Benchmark of professional service practitioners. The findings, complemented with interviews with practitioners, fee-earners and clients, will underpin the practical advice and professional service examples provided by the authors. Effective Marketing and Business Development in Professional Services offers a new model of integration between marketing, business development, firm's culture and buyer behaviour. In doing so, it addresses the issues that are at the heart of professional service firms' struggle to survive and thrive in a fast-changing world market.

Research shows that professional services firms can improve their approaches to attract, retain and develop their clients. However, even those firms that have invested in marketing and business development are now facing the challenges of integration of these functions along with sophisticated digital and global communications.    Clients now have opportunities to research potential suppliers through a variety of channels including social media.  Many of the large and medium-sized firms have global clients seeking local servicing. This book covers both strategic and tactical perspectives and processes for all involved in seeking, keeping, developing and servicing clients.  The text is supported by the annual Marketing Benchmark carried out by Meridian West and the Managing Partner’s Forum combined with a new, 2015, BD Benchmark of professional service practitioners.  The findings, complemented with interviews with practitioners, fee-earners and clients, will underpin the practical advice and professional service examples provided by the authors. Effective Marketing and Business Development in Professional Services offers a new model of integration between marketing, business development, firm’s culture and buyer behaviour. In doing so, it addresses the issues that are at the heart of professional service firms’ struggle to survive and thrive in a fast-changing world market.

Effective Marketing and Business Development in Professional Services

"Eine Zensur findet nicht statt" - so heißt es in Artikel 5 Grundgesetz. Norbert Härings investigative Recherchen zu seinem Buch "Der Wahrheitskomplex" zeichnen jedoch ein anderes Bild: Vermeintlich unabhängige Nichtregierungsorganisationen überwachen nahezu in Echtzeit alles, was online geschrieben, gesagt oder veröffentlicht wird. Das Ziel: Die Verbreitung von Desinformation verhindern und opportune Wahrheiten vervielfältigen. Dabei schrecken sie auch vor Verleumdungskampagnen und der sozialen Vernichtung kritischer Stimmen nicht zurück. 
Erstmals legt Norbert Häring den "Wahrheitskomplex" in seinem ganzen Ausmaß offen: als ein größtenteils staatlich finanziertes, zentral gesteuertes und digital hochgerüstetes Netzwerk, das das betreibt, was der demokratische Staat selbst nicht darf: Zensur, Propaganda, Diffamierung und Wahlbeeinflussung. Dabei brauchen wir statt Stummschaltung des konkurrierenden Lagers vor allem eines: eine politische Auseinandersetzung mit offenem Visier.

Vermeintlich unabhängige Nichtregierungsorganisationen überwachen in Echtzeit alles, was online geschrieben, gesagt oder veröffentlicht wird. Das Ziel: Die Verbreitung von Desinformation verhindern und opportune Wahrheiten vervielfältigen. Dabei schrecken sie auch vor Verleumdungskampagnen und der sozialen Vernichtung kritischer Stimmen nicht zurück. Erstmals legt Norbert Häring den "Wahrheitskomplex" in seinem ganzen Ausmaß offen: als ein größtenteils staatlich finanziertes, zentral gesteuertes und digital hochgerüstetes Netzwerk, das das tut, was der demokratische Staat selbst nicht darf: Zensur, Propaganda, Diffamierung und politische Einflussnahme. Dabei brauchen wir statt Stummschaltung des konkurrierenden Lagers vor allem eines: eine politische Auseinandersetzung mit offenem Visier.

Wie NGOs im Staatsauftrag unerwünschte Meinungen bekämpfen

Der Wahrheitskomplex

New Frontiers in Regional Science: Asian Perspectives

The primary objective of this book is to address a formal representation of household economy in welfare economics in spatial terms. Although it has been argued since the nineteenth century that in exploring a reasonable indicator to measure the real welfare level of households, several difficulties remain to be faced in economic theory. The most relevant method in this specific topic is social welfare function. While various types of indicators were historically developed and improved as a replacement of existing economic growth indicators such as GDP and GRP using social welfare function, there still is a problem with evaluating the individual's utility as an aggregate term. As an alternative method of measuring the real welfare level of households, location theory may be a possibility for solving some potentially problematic issues. To be precise, location theory requires the inclusion of notions of transportation costs, spatially constrained internal and external economies, and other distance-related variables. From the standpoint of equality, this specific approach enables an analysis to investigate spatial differentiation. In other words, spatial differentiation of households can be interpreted as spatial consumer exclusion. Hence, the real welfare level of households can be measured by means of the accessibility of goods and services, of which there are several types, such as essential and luxury ones. As a result, spatial distribution of goods and services depending on their types can be considered a component of social welfare function. The topics addressed in the book include social welfare function in spatial terms, location theory related to firms and households, attractiveness of regions, economic and social infrastructure elements, and sustainable growth and development of regions.

The primary objective of this book is to address a formal representation of household economy in welfare economics in spatial terms. Although it has been argued since the nineteenth century that in exploring a reasonable indicator to measure the real welfare level of households, several difficulties remain to be faced in economic theory. The most relevant method in this specific topic is social welfare function. While various types of indicators were historically developed and improved as a replacement of existing economic growth indicators such as GDP and GRP using social welfare function, there still is a problem with evaluating the individual’s utility as an aggregate term. As an alternative method of measuring the real welfare level of households, location theory may be a possibility for solving some potentially problematic issues. To be precise, location theory requires the inclusion of notions of transportation costs, spatially constrained internal and external economies, and other distance-related variables. From the standpoint of equality, this specific approach enables an analysis to investigate spatial differentiation. In other words, spatial differentiation of households can be interpreted as spatial consumer exclusion. Hence, the real welfare level of households can be measured by means of the accessibility of goods and services, of which there are several types, such as essential and luxury ones. As a result, spatial distribution of goods and services depending on their types can be considered a component of social welfare function. The topics addressed in the book include social welfare function in spatial terms, location theory related to firms and households, attractiveness of regions, economic and social infrastructure elements, and sustainable growth and development of regions.&nbsp;

As a Measure of Social Welfare Function

Attractiveness of Regions and Sustainable Regional Economic System

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs. The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs.The authors’ expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Public Relations Perspective

The Business of Pitching

Research Methods for Understanding Communities

Designing Sensemaking Studies

Routledge African Media, Culture and Communication Studies

Reshaping Pedagogies and Professional Practice

Artificial Intelligence in African Media and Communication

Tiefgreifend und oft unbemerkt beeinflussen US-amerikanische Narrative unsere Sprache und damit unsere Denkweise und unser Handeln. Von «Mindset» über «Purpose» bis «Hustle»: Diese Begriffe, die damit zusammenhängenden&nbsp;plattformspezifischen Logiken und die ihnen zugrunde liegenden Werte prägen zunehmend unseren Blick auf uns selbst und üben einen subtilen, aber immer stärkeren Einfluss auf unsere gesellschaftliche und persönliche Identität, unsere Alltagskultur und Demokratie aus. Die Plattformen bestimmen, was sichtbar ist – und damit auch, was als «wahr» oder «normal» erscheint. Doch was verliert Sprache, wenn sie vorrangig auf Inszenierung, Klarheit und Effizienz ausgerichtet ist, wenn Differenzierung, Zweifel und Kontexte nicht stattfinden – und was verlieren wir?
Nadja Timea Scherrer analysiert den stillen Export in die Schweiz und nach Europa aus sprachpsychologischer und gesellschaftlicher, aber auch ganz persönlicher Perspektive. Ihr Buch ist kein Anti-Amerika-Manifest, sondern ein Plädoyer für mehr Bewusstsein für die eigene Kultur und deren Wandel, für mentale Souveränität und Differenzierungsfähigkeit in einer globalisierten Welt mit rasanten gesellschaftlichen, kulturellen und digitalen Veränderungen. Pointiert, eindringlich und konstruktiv behandelt es ein Thema, das gesellschaftlich hoch relevant ist.

Wie US-amerikanische Narrative unser Denken, Sprechen und Handeln prägen

Amerika in unseren Köpfen

How to Stop Corporate Abuse in an Age of Unbridled Greed

Reining in the Bulls

Develop a sustainability communication strategy that applies clear principles, builds credibility and delivers messages that move both business and sustainability goals forward.

Sustainability Storytelling is a practical guide for mid to senior-career communication, marketing and sustainability professionals who want to develop compelling, credible, compliant and impactful sustainability narratives. As organizations face rising regulatory pressure, shifting consumer expectations and increasing scrutiny around authenticity, this book provides actionable frameworks for creating communications that resonate, manage risk and strengthen brand trust.

Written by sustainability communication expert Mike Hower, the book combines strategic guidance with practical tools to help professionals translate complex sustainability topics into stories that support organizational priorities. Through detailed chapters and real-world examples from Mars, PepsiCo, Salesforce, SAP, Veolia and Apollo Global Management, readers learn how to implement messaging strategies that are both credible and commercially effective.

You'll learn how to:
- Apply sustainability communication principles to craft clear, honest and engaging narratives
- Implement frameworks that link business strategy with environmental and social impact
- Develop approaches to avoid greenwashing and manage regulatory, legal and reputational risks
- Optimize stakeholder engagement across investors, consumers, employees and partners
- Use real-world examples to guide decision making and strengthen your professional credibility

With its blend of practical instruction and strategic insight, Sustainability Storytelling helps professionals apply proven communication methods that elevate their work, support organizational resilience and advance sustainability efforts with confidence.

Themes include: sustainability communication, sustainability strategy, stakeholder engagement, greenwashing prevention, corporate responsibility, reputation management

Communicate Trust, Brand Value and Better Business

Sustainability Storytelling

Crystallizing Public Opinion

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