Joy: Using strategic communication to improve well-being and organizational success Vol: 5

Ana Tkalac Verčič
University of Zagreb, Croatia

Ralph Tench
Leeds Beckett University, UK

Sabine Einwiller
University of Vienna, Austria

Product Details
26 Nov 2020
Emerald Publishing Limited
256 pages - 152 x 229mm
Advances in Public Relations and Communication Management
This volume explores current research in public relations and communication management, and in particular examines how public relations can have a positive impact on the well being of its publics.

One of the biggest competitive advantages in today's business world are positive and engaged publics, because satisfied participants are at the core of any successful relationship. The success of relationships with publics is mostly based on how people are valued and treated, which in turn affects their self-perceptions and level of performance. Both of these elements are correlated with life happiness. Thus, strategic communication should be used for cultivating a positive environment and for fostering happiness and joy among their publics. This can help improve both organizational success and the well-being of people.

This book will be essential reading for researchers in marketing and communications, as well as practitioners who wish to understand how PR and Communication Management can positively impact the well-being of organizations and the wider community.
Introduction; Ralph Tench 
Chapter 1. Love Wins: A Love Lens Approach to Cultivation Of Organization Stakeholder Relationships; Mark Badham 
Chapter 2. Values-Based Communications: A New Impulse to Communication Effectiveness; Erik J. Kostelijk  
Chapter 3. Outside-In- versus Inside-Out-Content. Introducing a New Approach on the Origins of Contents in Strategic Communication; Olaf Hoffjann 
Chapter 4. Quantifying Organizational Trust on Twitter: A Communication Perspective; Alla Kushniryk, Stanislav Orlov and Natalie Doyle Oldfield  
Chapter 5. Internal Communication and Employee Engagement as the Key Prerequisites of Happiness; Lalić Danijela, Milić Bojana, and Stanković Jelena 
Chapter 6. Communicative Leadership on Internal Social Media – A way to Employee Engagement; Vibeke Thøis Madsen 
Chapter 7. Employees as Corporate Ambassadors: Towards a Framework for Analyzing the Role of Co-Workers Speaking for their Organization; Jana Brockhaus, Laura Dicke, Patricia Hauck, and Sophia Charlotte Volk 
Chapter 8. The Pursuit of Happiness in PR: Joy, Satisfaction & Motivation during working as Communication Manager on Purposeful Cases; Lars Rademacher and Kathrin Stürmer 
Chapter 9. The Dancing CEO: Perspectives on the Leader: Performer, Chief Happiness Officer or Seducer; Finn Frandsen and Winni Johansen 
Chapter 10. Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management; Magrita N Wiggill and Gerrit van der Waldt 
Chapter 11. Using Education as a Strategic Communication Tool - A Case Study Of Raising Financial Literacy And Voluntary Pension Fund Promotion; Lučić Andrea, Barbić Dajana, and Bojčeta Markoja Dijana 
Chapter 12. Health Professional's Communication Competences Decide Patient's Health: Proposal of a Communication Model; Cristina Vaz de Almeida and Célia Belim
Ana Tkalac Verčič is a Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is currently the president of the Croatian Public Relations Association.

Ralph Tench is Director of Research for Leeds Business School and Past President (2017-2020) European Public Relations Research and Education Association.

Sabine Einwiller is a Professor of Public Relations Research at the Department of Communication, University of Vienna, Austria, where she heads the Corporate Communication Research Group.

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