THE DIALOGUE IMPERATIVE: TRENDS AND CHALLENGES IN STRATEGIC AND ORGANISATIONAL COMMUNICATION

Foreword 1

I THEORETICAL APPROACHES ON DIALOGUE 5

The engineering commitment: the role of public relations in managing internal communication
by Jordi Xifra 7

Public relations and dialogical ethics
by Rui Sampaio da Silva 19

Who’s afraid of social media? A normative approach to corporate discourse on the Web
by Gisela Gonçalves 33

Understanding stakeholder expectations
by Laura Olkkonen 47

II DIALOGUE IN MEDIA RELATIONS AND CRISIS COMMUNICATION 61

Media relations and health news coverage: The dialogue on Influenza A in Portugal
by Teresa Ruão, Felisbela Lopes, Sandra Marinho, Rita Araújo 63

The bidirectional communication and interaction between Journalist and Press Officer - A Case Study: Logica
by Naíde Müller Caldeira, Nuno Goulart Brandão 81

Contribution of the New Information Technologies to the Efficacy of Communication in Crisis Situations - Their Incidence in Small and Medium-sized Companies in the North of Portugal Euro-Region - Galicia
by Jorge Remondes 101

NATO Strategic Communication - The reflection of Crisis in National Newspapers
by Patrícia Marcelino, Nuno Goulart Brandão 113

III INTEGRATED COMMUNICATION STRATEGIES 129

Organisational Communication and Sustainability, studying European public campaigns
by Raquel Evangelista, Teresa Ruão 131

An identity-based approach to communication
by Arminda Sá Sequeira, Teresa Ruão 149

Discussion groups as strategy for organisational communication. The practical example of Tertúlias FNACiência
by Paula Nogueira, Teresa Ruão 155

Strategic and organisational communication in Mexican SMEs. Types of companies according to their integrated communication practices
by Victoria Carillo Duran, Maria Garcia G., J. Luís Tato, G. Melendez Haba 171

IV BRANDING AND INTERACTIVE CAMPAIGNS 181

Logomorphism and Liquid Logos: An Analysis of Google Doodles
by Louise A. Elali, Danielle I. Keiser, Ozen Odag 183

Branding Events: The Continuous Experience
by Herlander Elias 207

The bad, the bold and the beautiful: conflicting attitudes towards advertising
by Ana Duarte Melo, Helena Sousa 223

Contributors 235