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Bernays E: Crystallizing Public Opinion

Crystallizing Public Opinion

Implement a digital communications strategy that boosts engagement, retention and productivity in a hybrid workplace.

Digital Communications at Work is the practical guide for internal communications managers, HR business partners and mid-level leaders who want to optimize how employees connect, collaborate and access essential information. Written by two leading digital communications experts, it combines proven principles, actionable frameworks and real-world examples help you deliver measurable results and strengthen your professional credibility.

Drawing on examples including from universities, global banks, professional institutes and international charities, this book will enable you to:
- Develop a tailored channel strategy aligned to business goals and culture 
- Build and present a compelling business case to secure leadership buy-in 
- Apply frameworks to select, integrate and optimize digital tools effectively 
- Implement content plans that sustain engagement and talent retention 
- Measure, analyze and refine for continuous improvement and ROI

With step-by-step guidance and actionable tools, Digital Communications at Work equips you to navigate the planning, politics, finance and IT challenges and create a seamless digital employee experience that supports organizational performance.

Themes include: Internal communications strategy, hybrid workplace engagement, content planning, channel optimization, employee experience, communications ROI

Designing Channels for Employee Engagement and Experience

Digital Communications at Work

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

Routledge Communication Series

This book presents the situational theory of problem solving (STOPS). This situational theory describes human problem-solving approaches that people adopt in dealing with almost any kind of life problem.

Communicative, Cognitive, and Perceptive Bases

Situational Theory of Problem Solving

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

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.

As a Measure of Social Welfare Function

Attractiveness of Regions and Sustainable Regional Economic System

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

Amerika in unseren Köpfen

An exciting introduction to agency life, this insider's view of professional PR firms equips you to create a successful career in the industry. Authors Regina Luttrell, Luke W. Capizzo, and Adrienne A. Wallace highlight real-world examples from the field and engage with current practitioners to help you enter the agency world and bridge the critical gap between college and professional life. The book introduces many of the sub-fields of integrated communication practice, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). The second edition integrates current industry trends and technological advancements that have transformed agency life and public relations strategies. Key updates include -The impact of remote and hybrid work structures on agency culture and client communication -The rise of AI and automation in content creation and project management -The importance of inclusivity, diversity, equity, and accessibility in both internal operations and client work. -New sections within the chapters highlight the increasing role of brand activism and purpose-driven campaigns, as well as the expanding consultancy role of agencies Key Features: -Real-world examples from the field ensure that the practical concepts presented become concrete for you. -Interviews with industry professionals from around the world provide snapshots of the agency experience. -PESO model show you how to adapt your campaigns to meet the needs of today's integrated agency environment. - Agency Essentials student-cantered callouts that bring the realities of PR agency life into your learning with actionable tools-including quick wins, onboarding checklists, real-world scenarios, client email starters, and pitch power phrases

The PR Agency Handbook

Beck Paperback

Post von Rechtsaußen - Ruprecht Polenz über den Kampf um Wahrheit auf Social Media 
 
 Demokratie ist auf ein urteilsfähiges Wahlvolk angewiesen. Dazu gehört, Tatsachen von Meinungen unterscheiden zu können. Der ideale Untertan ist jemand, für den es nicht mehr darauf ankommt, ob der Herrscher lügt oder die Wahrheit sagt, hat schon Hanna Arendt analysiert. Wird das die allgemeine Einstellung, ist Kritik nicht mehr möglich. Das Volk hat seinen Verstand verloren.
 
 Der SPIEGEL-Bestsellerautor Ruprecht Polenz ist einer von Deutschlands einflussreichsten Politikinfluencern. Seit vielen Jahren setzt er sich mit den Fake News rechter Trolle in den sozialen Medien auseinander, wird angefeindet und bepöbelt ? und schlägt im Dienst von Wahrheit und Demokratie beherzt zurück. In seinem neuen Buch zeigt er anhand von zahlreichen Beispielen aus seinem Influencer- Leben, wie Rechtspopulisten oder Rechtsextreme daran arbeiten, den Verstandesverlust unserer Mitbürgerinnen und Mitbürger systematisch herbeizuführen. Sie greifen in die Wissenschaftsfreiheit ein und untergraben das Vertrauen in die klassischen Medien ("Lügenpresse"). Damit brechen die Dämme gegen die Flut ihrer Lügen. Kritik und Kontrolle werden unmöglich. Die Demokratie scheint zerstört. Doch Polenz ist unbeirrbar: Sein Buch analysiert, wie die Angriffe auf die Wahrheit durch die Algorithmen von Social Media unterstützt werden. Es macht Vorschläge, wie wir das System der Wahrheitsfindung stärken können und gibt Tipps, die uns davor schützen, selbst den Verstand zu verlieren.

Und was wir dagegen tun können

Wie ein Volk den Verstand verliert

Reclam Originals

London, 1984. Winston Smith no longer wants to rewrite history to serve the surveillance state of Oceania. When he falls in love with his colleague Julia, they make contact with an underground organisation and want to put an end to the rigid rule of the Party, as the disaster takes its course.
Often regarded as one of the most prophetic novels of the 20th century, 1984 still shapes our thinking about surveillance and oppression.

'A must read'
The New York Times

'One of the most significant novels of the 20th Century'
The Guardian

- Englischsprachige Ausgabe

- Hochwertig ausgestattetes Taschenbuch

- Mit einem persönlichen deutschsprachigen Nachwort von Ingo Dachwitz

- 'Winston Smith ist ein Antiheld schlechthin, doch gerade das macht einen Teil der Anziehungskraft von 1984 aus. Orwell zeichnet ihn als Figur, mit der sich viele Leser:innen identifizieren können, obwohl sie selbst nicht in einem totalitären Staat leben. Wer fühlt sich nicht manchmal gefangen in äußeren Zwängen, ohne die Kraft, sich daraus zu befreien?' Ingo Dachwitz

Sprachen: Englisch, Deutsch

[Reclam Originals] – Orwell: 1984 – Nineteen Eighty-Four – Englische Ausgabe – Mit einem deutschsprachigen Nachwort von Ingo Dachwitz

1984

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

Crystallizing Public Opinion

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