Includes index.

Includes bibliographical references.

Section 1: STRATEGIC COMMUNICATION AND ORGANIZATIONAL GOALSIntroduction; Ralph Tench -- Chapter 1: Love Wins: A Love Lens Approach to Cultivation Of Organization Stakeholder Relationships; Mark Badham -- Chapter 2: Values-Based Communications: A New Impulse to Communication Effectiveness; Erik J. Kostelijk -- Chapter 3: Outside-In- versus Inside-Out-Content. Introducing a New Approach on the Origins of Contents in Strategic Communication; Olaf Hoffjann -- Chapter 4: Quantifying Organizational Trust on Twitter: A Communication Perspective; Alla Kushniryk, Stanislav Orlov and Natalie Doyle Oldfield Section 2: INTERNAL EMPLOYEE COMMUNICATION -- Chapter 5: Internal Communication and Employee Engagement as the Key Prerequisites of Happiness; Lalić Danijela, Milić Bojana, and Stanković Jelena -- Chapter 6: Communicative Leadership on Internal Social Media - A way to Employee Engagement; Vibeke Thøis Madsen -- Chapter 7: Employees as Corporate Ambassadors: Towards a Framework for Analyzing the Role of Co-Workers Speaking for their Organization; Jana Brockhaus, Laura Dicke, Patricia Hauck, and Sophia Charlotte Volk Section 3: JOYFULLY PRACTICING COMMUNICATION -- Chapter 8: The Pursuit of Happiness in PR: Joy, Satisfaction & Motivation during working as Communication Manager on Purposeful Cases; Lars Rademacher and Kathrin Stürmer -- Chapter 9: The Dancing CEO: Perspectives on the Leader: Performer, Chief Happiness Officer or Seducer; Finn Frandsen and Winni Johansen -- Chapter 10: Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management; Magrita N Wiggill and Gerrit van der Waldt -- Chapter 11: Using Education as a Strategic Communication Tool - A Case Study Of Raising Financial Literacy And Voluntary Pension Fund Promotion; Lučić Andrea, Barbić Dajana, and Bojčeta Markoja Dijana -- Chapter 12: Health Professional's Communication Competences Decide Patient's Health: Proposal of a Communication Model; Cristina Vaz de Almeida and Célia Belim.

This volume explores current research in public relations and communication management, and in particular examines how public relations can have a positive impact on the well being of its publics. One of the biggest competitive advantages in today's business world are positive and engaged publics, because satisfied participants are at the core of any successful relationship. The success of relationships with publics is mostly based on how people are valued and treated, which in turn affects their self-perceptions and level of performance. Both of these elements are correlated with life happiness. Thus, strategic communication should be used for cultivating a positive environment and for fostering happiness and joy among their publics. This can help improve both organizational success and the well-being of people. This book will be essential reading for researchers in marketing and communications, as well as practitioners who wish to understand how PR and Communication Management can positively impact the well-being of organizations and the wider community.

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