Engaging employees through employee and employer brand

Strategic Communication straddles the disciplines of Business Communication, Stakeholder Communication, Public Relations and Integrated Marketing Communications. Strategic Communication: South African perspectives breaks down these silos and emphasise the importance of a holistic and strategic approach to communication. This textbook will offer a South African perspective on the emerging discipline and practice of strategic communication.

Increasing technological complexity and globalisation have resulted in fundamental societal and business changes that require scholars and practitioners to challenge their own theoretical assumptions, and come to grips with the implications of paradigm shifts in various fields including public relations and communication. This book will explore the nature of these paradigm shifts, and considers what implications tensions in the field hold for public relations and communication scholarship in general, but also specifically for the South African field of scholarship and practice.

This text is aimed at undergraduate students, enrolled in South African tertiary education institutions studying communication science, corporate communication, marketing communication, marketing and brand communication and public relations. The book is intended to provide a key text that can be used throughout a learner's undergraduate studies in various theoretical and applied modules.