Digital Communication Management

This state-of-the-art textbook provides a wide-ranging foundation to communication management - including corporate communication, public relations, and strategic communication - from an exclusively digital and global perspective. The book covers the core principles necessary for introductory students of both university and executive programs, with a particular focus on how digital technology is shaping communication management in the increasingly volatile environment. To help bring theories, concepts and challenges to life, it features captivating real-life stories, case examples and studies, and insightful Q&As with senior practitioners - collectively representing almost 40 organizations (of various types and sizes) from 20 countries across the world. Thought-provoking exercises and critical and reflective questions contribute to a deeper level of understanding of each chapter's topics. These and other pedagogical tools - as well as the newly emerging Digital Media-Arena (DMA) Framework - orient readers with the fast-changing, global, and volatile world of digital communication management. Additionally, the book extensively incorporates emerging topics and future trends in communication management (e.g., digital communication hijacking, misinformation, virtual influencers, and AI-enabled predictive modelling). This book is designed for courses or modules that cover an introduction to Communication Management, Corporate Communication, Public Relations, and/or Strategic Communication in communications and business schools. Online resources also accompany the text: an author-created podcast, PowerPoint lecture slides, tutorial/workshop exercises, reading reflection forms, and instructions for a case study assignment. Please visit www.routledge.com/9781032671307.