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Bernays E: Crystallizing Public Opinion

Crystallizing Public Opinion

Warum gelingt es rechtsextremen Akteuren immer wieder, öffentliche Debatten zu dominieren - selbst dort, wo ihre Positionen eigentlich auf breite Ablehnung stoßen? Das neue Buch von Katharina Nocun geht dieser Frage auf den Grund und zeigt, mit welchen Strategien die extreme Rechte Diskurse verschiebt, Emotionen instrumentalisiert und demokratische Abwehrmechanismen unterläuft. DIE MENSCHENFÄNGER ist ein analytisches Buch für alle, die verstehen wollen, wie autoritäre Bewegungen Anschlussfähigkeit gewinnen und was Politik, Medien und Zivilgesellschaft daraus lernen können. Ein Buch, das nicht belehrt, sondern befähigt: zum Erkennen, Einordnen und Widersprechen.

Wie Rechtsextreme Meinung machen

Die Menschenfänger

Global PR Insights

This book explores the recent academic and practice¿based research and thinking on race, diversity, and social mobility within the public relations industry, arguing for the necessity of more transformative actions to address systemic inequities.Through an analysis of interviews with UK¿based public relations practitioners from a wide range of backgrounds, this book integrates and illustrates different strands of research to shed light on persistent challenges and opportunities in the field and understand how those who are often the subjects of such discussions experience discrimination. The authors introduce complex topics in an accessible manner, providing an overview of recent research, demonstrating practical applications of theoretical frameworks, and suggesting reading for further exploration. It also includes additional pedagogical features which allow readers to explore specific topics through guided reading and exploratory questions.By grounding its analysis in the lived experiences of public relations practitioners, this book contributes to the literature of race, diversity, and social mobility while fostering discussion on the systematic discrimination faced by practitioners. It will help and encourage researchers, educators, and practitioners to critically explore their own practice and open up new conversations about this crucial issue.

Race, Diversity, and Social Mobility in the Public Relations Industry

De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The 
 De Gruyter Handbook of Integrated Marketing Communication
 helps forward-thinking practitioners and scholars retain their cutting edge by offering a synthesis of new innovations in fields such as integrated marketing strategy, culture, narrative influence, and media psychology. 
 
 Emphasizing the practical application of in-depth understanding, the topics discussed in this handbook cover core concepts, audience insights, innovative media channels, creative message content, and actionable evidence, along with domains of application, such as sports, health, nonprofits, small business, and entertainment. Artificial intelligence, storytelling approaches to brand strategy, consumer motivation, and ethics emerge across several chapters, reflecting ongoing developments in the latest thinking and empirical research. These fresh perspectives point toward future developments in audience-first marketing communication. 
 
 Leading researchers and professionals from around the world draw on a wealth of industry practice and scholarly knowledge to provide practical insights into the most effective ways to reach strategic goals. This handbook will prove valuable to practitioners, scholars, and students who work with international brands, lead nonprofits, support small firms, develop advertising and public relations campaigns, or promote prosocial outcomes.

De Gruyter Handbook of Integrated Marketing Communication

Internal communications teams have often relied on activity counts and engagement scores that describe what was done rather than what changed. This is no longer enough: they need to demonstrate clear evidence of communication effectiveness.Grounded in real-world experience, Measuring the Impact of Internal Communications shows how to measure what truly matters and highlight the outcomes that shape organizational success. It provides a four-stage, twelve-step model built around organizational alignment, meaningful outcomes, credible evidence and continuous improvement. The book explains what meaningful impact looks like inside organizations, how to define outcomes that leaders recognize, how to gather and interpret evidence and how to use insight to influence leadership and strengthen communication effectiveness.Measuring the Impact of Internal Communications includes insights and interviews from leading voices across the communication and research landscape including Kevin Ruck and Mary Welch. By equipping professionals to define, measure, understand and communicate their results effectively, this book shows why and how measurement in internal communication is now essential to business performance, leadership credibility and employee experience in an increasingly connected and data-driven world.

Translating Metrics into Meaningful Organizational Outcomes

Measuring the Impact of Internal Communications

Electronic Media Research Series

This volume centers on the relationship between media and crisis communication, the need to address which has only been heightened by the recent experience of COVID-19 and the needs for public health crisis communication.With multiple voices and multiple fields engaging simultaneously with crisis communication, this book illuminates the role of media in crisis communication within this complex environment. Both traditional and digital media, including social media platforms, respond to an array of crisis contexts including political crises, public health crises, disasters, and organizational crises. The book presents original research that approaches the effects of media in any of the possible crisis contexts.This collection will interest scholars and students of crisis communication, public relations, risk communication, digital media, and political communication.

Media and Crisis Communication

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 Public Relations is a comprehensive study of public relations as a strategic and socially responsible management discipline. It combines theoretical foundations, strategic planning models and practical tools to foster high-quality relationships and enhance corporate reputation.The book provides readers with a structured and accessible approach to mastering public relations, integrating theoretical insights with practical applications. It introduces a new strategic planning model (SMOPR) that guides readers through the phases of analysis, planning, implementation, and evaluation. Chapter recap questions and detailed checklists reinforce understanding and enable students and professionals to apply key concepts effectively in real-world contexts. It's clear and accessible language, combined with rigorous academic standards, makes it an invaluable resource for bridging the gap between academic knowledge and professional practice.Written primarily for undergraduate students, this textbook is also suitable for postgraduate courses and for practitioners in public relations and corporate communication.

Practical Strategies for Modern Communication

The Business of Public Relations

Finance for Professionals

Interdisciplinary Perspectives and Global Case Studies

Applied Investor Relations and Financial Communication

A Practical Guide to Ethics in Public Relations

Nichts treibt Werbetreibende und deren Auftraggebenden mehr um als die Frage: Was bringt meine Marketing-Kommunikation eigentlich? Die im vorliegenden Buch versammelten Cases stehen für die nachweislich erfolgreichsten Kampagnen des Jahres und liefern somit anschaulich Antworten auf die Frage nach der höchstmöglichen Marketing-Effektivität - sowohl für viele Kommunikationsanlässe als auch mit Blick auf unterschiedliche Branchen. In diesem Buch finden Marketers und Kommunikationsagenturen - Statements von führenden CMOs und Marketingexpert:innen zu Herausforderungen, Trends und Strategien rund um Marketing-Effektivität, - Effectiveness Guidelines, mit denen Kampagnen von Anfang an mit Blick auf Wirksamkeit geplant werden können, - viele Branchen-Insights - und zahlreiche aktuelle mit dem Effie Award ausgezeichnete Business Cases. Menschen aus der Praxis und der Wissenschaft geben zudem wertvolle Infos und Werkzeuge zum Thema Marken-Effektivität an die Hand.

Die erfolgreichsten Kampagnen des Jahres – Edition 2027 (Effie Awards)

Why Brand Strategy Matters

Das Buch dreht sich um die tiefgreifende psychologische Macht des modernen Marketings und wie es unser Denken, Fühlen und Handeln manipuliert - oftmals, ohne dass wir es bemerken. Es zeigt auf, wie Werbestrategien unsere Wünsche formen, unsere Identität beeinflussen und sogar unser Selbstbild verändern können.

Die unsichtbare Macht des Marketings über unseren Geist

Verkauft, verführt, programmiert

Learn how to design and deliver impactful sports events with lasting legacy outcomes.Strategic Sports Event Management by Paul Walters is a practical textbook for undergraduate students studying events, sport management and related disciplines. Aligned with core modules in sports event planning and delivery, it provides a structured foundation for understanding how to design, manage and evaluate successful events in a global and evolving industry.This textbook introduces the fundamentals of sports events, including market dynamics, industry trends, economic impact and the role of key stakeholders. It guides students through strategic and ethical planning processes, with a strong focus on aligning events to the UN Sustainable Development Goals and delivering meaningful legacy outcomes. Financial planning, sponsorship and corporate partnerships are explored alongside emerging developments such as AI, blockchain, fan engagement and the rapid growth of esports, helping students understand how digital transformation is reshaping the sector.This textbook includes: - Strategic frameworks for planning and evaluating sports events and their legacy - Real-world examples from global and community sports events, such as the Olympic Games (Athens, London, Tokyo, Paris and Los Angeles), the Commonwealth Games, the Premier League and Wimbledon - Reflective questions and practitioner insights to support critical thinking - Practical tools, templates and assessment activities for applied learning - Online resources including lecturer slides and video interviews Whether studying event management or preparing for a career in sport management, this textbook equips students with the knowledge and practical capabilities to design, deliver and evaluate successful sports events.

Global, Digital and Sustainable Practices from Planning to Legacy

Strategic Sports Event Management

Crystallizing Public Opinion

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