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Methods applied
Journals
Output Type
Increasing Social Media Engagement: Statement vs. Question Research. Report on Global Results
Save the Children (2020), 8 pp.
"In certain countries around the world, people do tend to respond better to advertisements or social media “call outs” phrased either as statements or questions. Namely, three countries – Pakistan, Bangladesh and Nicaragua – demonstrated a preference for questions, while one country, Nepal,
...
"Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren etabliert und entwickelt sich langsam aus der Experimentierphase heraus zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei kristallisieren sich nach und nach Standards und allgemeingültige Regel h
...
Nicht-staatliche Akteure
"Verbände, NGOs und soziale Bewegungen sind nicht-staatliche Akteure, die für moderne Demokratien eine relevante Vermittlungsfunktion zwischen Staat und Gesellschaft ausüben. Sie treten für soziale, ökologische, kulturelle oder politische Interessen ein. Ihre Kommunikationsinstrumente und -stra
...
Influencer-Marketing: Strategie, Briefing, Monitoring
Bonn: Rheinwerk (2019), 301 pp.
"Gutes Influencer-Marketing benötigt von Beginn an eine professionelle strategische Planung. Marke und Influencer müssen zu 100 % zusammenpassen und die Zusammenarbeit genauestens geplant werden. Unser umfassender Ratgeber beantwortet alle Fragen im Umgang mit einer der aktuell spannendsten Market
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COPE y las nuevas audiencias sociales: Claves para el uso de Twitter, Facebook e Instagram en una radio interactiva
Madrid: CEU Ediciones; Fundación COPE (2019), 187 pp.
"A partir de ejemplos extraídos de COPE y de otras emisoras nacionales e internacionales se ha querido realizar una fotografía de la situación actual de la radio en el contexto de las redes sociales queriendo arrojar también algo de luz con el análisis de un caso práctico al que cualquier peri
...
Tell me! Wie Sie mit Storytelling überzeugen
Bonn: Rheinwerk, 2., aktual. und erw. Aufl. (2019), 303 pp.
"Im ersten Teil, "Connect", möchte ich Sie mit der Welt der Story und ihrer Wirkungsweise verbinden. Hier kommen Psychologen, Evolutionsbiologen und Gehrinforscher zu Wort. im zweiten Teil, "Copy", zeige ich Ihnen Tools und Techniken, mit denen Sie selbst überzeugende Storys entwickeln können. Es
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"Thanks to social media, Peruvian police does a better job in communicating with people. In its videos and posts, it uses celebrities, popular phrases, famous movie scenes or lyrics of well-known songs. Its social media page has been encouraging people to refrain from drinking alcohol when taking th
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Data Story: Explain Data and Inspire Action Through Story
Oakton, Virginia: IdeaPress Publishing (2019), vii, 224 pp.
"Duarte and her team have culled through thousands of data slides of her clients in technology, finance, healthcare, and consumer products, to decode how the highest performing brands communicate with data. DataStory teaches you the most effective ways to turn your data into narratives that blend th
...
Publicidad con sentido social
Deep Insights
Universidad Pontificia Bolivariana (2019), 286 pp.
"[...] Lamentablemente, en nuestro país, las teorías asociadas al mercadeo y la publicidad social son escasas, y los teóricos que se pueden asociar a estas propuestas son, por lo mismo, bastante limitados. En contraposición, y muy a pesar de que Colombia cuente con pocos investigadores, las camp
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Recommended Practices for Science Communication with Policy Makers
Washington, DC: American University, School of Public Affairs (SPA) (2019), 22 pp.
"This guide grows out of the research project “Evidence-based Science Communication with Policymakers” conducted by the four authors and sponsored by the National Academy of Sciences and the Rita Allen Foundation. In order to write these recommendations, we spent over a year studying science com
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Voices with Purpose: A Manual on Communication Strategies for Development and Social Change. Participant's Module
Key Guides
Windhoek: Friedrich-Ebert-Stiftung (FES); Universidad del Norte (2019), vii, 64 pp.
"This module presents a step-by-step process that will enable members of organisations, or campaigns, interested in improving their visibility and impact, to formulate effective communication strategies for social and behavioural change Chapter One includes elements that help situate the design of t
...
The Communication Strategy Handbook: Toolkit for Creating a Winning Strategy
New York et al.: Peter Lang (2019), xii, 174 pp.
" The Communication Strategy Framework introduced in this handbook has been designed to help professionals make targeted choices toward strategic communication. Taking an iterative approach and continually reflecting on whether your choices remain congruent enables you to continually adapt to changi
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The Instigatory Theory of NGO Communication: Strategic Communication in Civil Society Organizations
Wiesbaden: Springer VS (2019), xxv, 262 pp.
"By understanding the ontogenesis of NGOs as civil society organizations from a historical-anthropological, communicational, sociological, economical and managerial perspective, Evandro Oliveira outlines the Instigatory Theory of NGO Communication (ITNC). This proposes the ontological principles, an
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Liderazgo estratégico y gestión de la comunicación
Pamplona: EUNSA (2019), 322 pp.
"La comunicación corporativa opera en un entorno cada vez más complejo y exigente. Las presiones desde el entorno de la organización implican nuevas rendiciones de cuentas, compromiso con los grupos de interés, aumento del cinismo público y un nuevo ecosistema comunicativo. Internamente, tambi
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Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution
Lanham: Rowman & Littlefield, 2nd ed. (2019), xvii, 353 pp.
