Navigating Digital Communication and Challenges for Organizations

  • 8h 8m
  • José Gabriel Andrade, Teresa Ruão
  • IGI Global
  • 2022

Public involvement has the power to promote an active circulation of media content and can generate economic and cultural value for organizations. The current perspectives on interactions between audiences, organizations, and content production suggests a relational logic between audiences and media through new productivity proposals. In this sense, it is interesting to observe the reasoning of audience experience through the concepts of interactivity and participation. However, there is a gap between the intentions of communication professionals and their organizations and the effective circulation and content retention among the audiences of interest, as well as the distinction between informing and communicating.

Navigating Digital Communication and Challenges for Organizations discusses communication research with a focus on organizational communication that includes a range of methods, strategies, and viewpoints on digital communication. Covering a range of topics such as internal communication and public relations, this reference work is ideal for researchers, academicians, policymakers, business owners, practitioners, instructors, and students.

About the Author

José Gabriel Andrade is a researcher and professor on media, marketing and communication at the University of Minho. José holds a European PhD in Communication Sciences from the Catholic University of Portugal with the support of the Portuguese Foundation for Science and Technology, Fundação para a Ciência e a Tecnologia (FCT) and a Master in Communication Sciences: Communication, Organisation and New Technologies from the Portuguese Catholic University, Universidade Católica Portuguesa - UCP, with the support of the high level scholarship Program of the European Union for Latin America (Alban). He coordinated the master's degree on Digital Communication and integrated the structure responsible for quality management, internships, communication and interface with the community at the University, actively participating in the professional and personal development of the students.

Teresa Ruão is senior lecturer in the Communication Sciences Department at the University of Minho and Pro-Rector for Institutional Communication, since 2021. She has held several positions within the University of Minho over the years. Notably, she served as Vice-President of the Institute of Social Sciences and President of the Pedagogical Council between 2010 and 2019; and was Vice-Head of the Communication and Society Research Centre from 2019 to 2021. Within the university context, she was also a member of the Academic Senate, the QMS Monitoring Committee and the Alumni Council. She has a PhD in Communication Sciences (2008) from the University of Minho and researches on Organizational and Strategic Communication. Develops teaching activities in the field of Organizational Communication and Public Relations. She is a member of the Portuguese Communication Sciences Association (Sopcom) and was a board member of its Organizational Communication Work Group for 10 years. She is also a member of ECREA, IAMCR, and a regular reviewer for ICA, the most important international associations in her field of investigation. She has been an evaluator for the Portuguese Foundation for Science and Technology, since 2017, and for the Portuguese Agency for Assessment and Accreditation of Higher Education, since 2018. As a researcher, she has been a member of several research projects, has published numerous books, papers, scientific reports and was a speaker in several national and international congresses.

In this Book

  • Internal Communication in Contemporary Organizations—Digital Challenge in a Project Management Department
  • The Digital Influence Ecosystem and its Relation to Organizational Communication—Characterizations, Possibilities, and Best Practices
  • Disruptive Communication—Challenges and Opportunities of the 21st Century
  • Media Visibility in the Digital Context—Implications for Organizational Communication
  • How Small Companies Used Shopstreaming in Their Fight for Survival in a COVID-19 Scenario—Case Studies from Brazil and Portugal
  • COVID-19 Vaccination Campaign—The Uruguayan Case – Contributions of Digital Communication
  • Health Communication on Social Media—Perceptions and Influences
  • Beyond the Corporate Digital Newsroom 2.0
  • Bridging Journalists and PR Practitioners in a Digital Context—A Good Practice Case Study
  • Empathic Brands—Proposing a Model for Its Measure and Evaluation
  • Place Branding, Digital Communication, and Citizenship
  • Internet Marketing—Factor of Improving SME Business in Serbia
  • The Use of CRM in Marketing and Communication Strategies in Portuguese Non-Profit Organizations
  • Social Media Reputation, Corporate Reputation—Social Media Risks on Corporate Reputation and Precautions
  • Compilation of References