Postconference: Power of Strategic Communication: Public Relations and Advertising in the 21st Century

Session Submission Type: Panel

Abstract

The post-conference will examine the concept of strategic communication in relation to advertising and public relations, from communication and business perspectives. In the past several years, the term strategic communication has been widely used in Europe and Asia by professionals to refer to a variety of activities in public relations and advertising. The professional agencies around the world increasingly engage in so-called integrated strategic communication and advocate the close collaboration between advertising and public relations specialists. However, both disciplines have insisted on separating the academic knowledge and practices.

This post-conference will investigate the ways strategic communication is understood in the United States, Europe, and Asia, and will offer research- and practice-based solutions to understanding the realm of strategic communication and the power of public relations and advertising in the 21st Century from the communication and business perspectives.

Sub Unit

• Sponsored Sessions

Chair

• Katerina Tsetsura, U of Oklahoma