Communication Tools to Protect Brand Reputation

Scientific Research and Development Modern Communication Studies ◽

10.12737/2587-9103-2021-10-6-83-88 ◽

2021 ◽

pp. 83-88

Author(s):

O. Golub ◽

A. Selivanyuk

Keyword(s):

New Media ◽

Effective Management ◽

Crisis Communications ◽

Communication Plan ◽

Organization And Management ◽

Brand Reputation ◽

Internet Presence ◽

Network Communications ◽

Brand Position ◽

Reputational Costs

The article actualizes the problem of developing a strategy and tactics for protecting a brand’s reputation in a crisis situation. The key elements of a crisis communication plan are described, tools are analyzed that help to reduce the reputational costs of an organization in a crisis. The virtualization of communications and the expansion of network interactions necessitate the use of the potential of modern media for wider coverage of target audiences in order to strengthen brand reputation. It is shown that the effective management of information flows, the use of PR technologies in new media along with traditional methods of organizing crisis communications in new media makes it possible to reduce reputational risks to a minimum. Implementation of the policy of active Internet presence through the organization and management of network communications forms another basis for successfully overcoming crisis phenomena, correcting reputation, increasing awareness, and ensuring a more stable brand position.

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Virtual network communications and the political polarization of society (on the example of the United States)

Communicology ◽

10.21453/2311-3065-2021-9-2-98-109 ◽

2021 ◽

Vol 9 (2) ◽

pp. 98-109

Author(s):

P. Y. Feldman ◽

N. S. Zavalishin

Keyword(s):

United States ◽

Social Networks ◽

New Media ◽

The United States ◽

Virtual Network ◽

Political Polarization ◽

The Political ◽

Communication Processes ◽

Ideological Polarization ◽

Network Communications

The article is devoted to assessing the degree of influence of virtual network communications on the level of ideological polarization of society. The theoretical basis of the research was the works of foreign authors devoted to the problems of the network society and network communication, and the empirical basis was the results of observation of the information and communication processes that accompanied the US presidential campaign in 2020. The use of communication and network approaches allowed to trace the correlation between the mass use of popular Internet services and the political radicalization of citizens. The authors conclude that virtual network communication has a high potential for conflict. It ensures cooperation between groups of like-minded political activists, but exacerbates the political polarization of the society. The algorithms of new media are designed to stimulate ideological confrontation. The principle of maximum personalization of content immerses ordinary users in «information cocoons» (echo chambers), where they are isolated from alternative views of the surrounding reality. By constantly provoking the audience of social networks to emotional reactions, political actors and the media deliberately exacerbate the contradictions existing in society. They fill the virtual environment with resonant statements, mutual insults and fake news.The sense of permissiveness experienced by individuals using social networks contributes to the radicalization of the new media discourse. The key problem is that this state of affairs satisfies IT-corporations and meets the particular interests of the subjects of political struggle. From the point of view of the authors of the article, it is objectively necessary to introduce strict political and managerial mechanisms that can ensure the ordering of communication processes in the virtual environment. There are prerequisites for the ideological polarization of society in modern Russia, as in the United States. There is a great danger that during the fateful election campaigns at the federal level the ideological confrontation in social networks may develop into the violent struggle. To prevent the implementation of this negative scenario, a qualitative modernization of the existing regulatory framework in the field of regulation of network communications is required.

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Nuances of Media Planning in New Media Age

Application of Gaming in New Media Marketing - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-6064-7.ch009 ◽

2019 ◽

pp. 151-170

Author(s):

Anandan Pandiyan Pillai

Keyword(s):

New Media ◽

Marketing Strategy ◽

Planning Process ◽

Future Research ◽

Media Planning ◽

Communication Plan ◽

Extant Literature ◽

Planning Approach ◽

The Media ◽

Research Recommendations

This chapter aims to highlight the premises of traditional media planning process, create cognizance about the challenges that media planner today faces. A brief overview of extant literature on media planning, new media, is discussed. The author discusses media planning approach needs to consider marketing funnel and communication plan in consideration while building media plans. Further the chapter suggests a few additional steps that media planners need to consider during their future media planning exercises, given the increasing complexities in media consumption space. The author has mapped each of the media planning stages with the marketing funnel stage to emphasize that media planning is not an independent activity but needs to be closely stitched with the overall marketing strategy. Finally, future research recommendations are suggested.

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Research on Small-World Network Communication of Public Sentiment by Self-Media Based on Energy Model

Advances in Science and Technology ◽

10.4028/www.scientific.net/ast.105.249 ◽

2021 ◽

Vol 105 ◽

pp. 249-262

Author(s):

Hui Zi Zhou ◽

Xue Wei Li

Keyword(s):

Public Opinion ◽

New Media ◽

Evolutionary Process ◽

Small World ◽

Energy Model ◽

The Self ◽

Energy Calculation ◽

Small World Network ◽

Public Sentiment ◽

Network Communications

The network of public opinion in self-media has played a significant role in social security and stability and has become the dominant force in the current public opinion field. The traditional media sensations are being gradually replaced by the self-media consensus as represented by new media platforms such as We-chart and Weibo, and this is due to the development of wireless network technology and the proliferation of smartphone users. Therefore, this paper discusses the small-world network attributes of public communications in self-media by addressing the criteria of small-world network communications. It constructs the energy model of public communications in a self-media network, introduces the thermal energy calculation equation, takes the “Liu Guo Liang’s resignation event” as an example and simulates the evolutionary process of public communications in a self-media network. The experimental results show that the key users in self-media play critical roles in the evolution of hot topics and promote the evolution of public communications in self-media. Furthermore, the peak of the self-media consensus dissemination is affected by the initial heats and transmission probabilities of hot topics. All these factors promote the polarization of public opinion transmissions in a self-media network.

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Conveyed Religion: A Strategic Communication Proposal for Religious Institutions

Strategic Communication in Context: Theoretical Debates and Applied Research ◽

10.21814/uminho.ed.46.17 ◽

2021 ◽

pp. 377-398

Author(s):

José Gabriel Andrade

Keyword(s):

New Media ◽

Catholic Church ◽

Strategic Communication ◽

Religious Institutions ◽

Contemporary Society ◽

Continuous Training ◽

Communication Plan ◽

Contemporary World ◽

Empirically Supported ◽

Religion Communication

Contemporary society has fostered a period of transformation in religious communication. Globalisation propels a communicated religion that forges a dialogue with its followers and with society as a whole. In this chapter, we aim to describe the existing situation, analysing religions as a social fact in a global society that is shaped by the movement of people and the proliferation of (traditional and new) media channels. From this perspective, religious institutions are viewed as living organisations that must accept the current context and need to develop a strategic communication plan. The chapter begins with a review of a theoretical corpus on religion, communication, and society, intersecting various reflections with theories of strategic communication and crisis communication. It aims to respond to the following question: how can religious institutions use strategic communication in the contemporary world? This is a qualitative investigation, empirically supported by interviews with two prominent figures from the Catholic Church, as a case study. The principal results of this research, based on the observation of contemporary society, include the importance of correct use of new media for strategic communication, and continuous training in order to improve strategic communication plans, that should operate on a continuous basis.

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Public Relations Strategy Analysis Crisis Communications

Journal La Sociale ◽

10.37899/journal-la-sociale.v2i3.388 ◽

2021 ◽

Vol 2 (3) ◽

pp. 1-8

Author(s):

Liyana Ansharah Zimal ◽

Attaf Awamiri Aysar

Keyword(s):

Public Relations ◽

Crisis Communication ◽

Data Gathering ◽

Crisis Response ◽

Crisis Communications ◽

Strategy Analysis ◽

Empirical Examination ◽

Planning Stage ◽

Communication Plan ◽

Public Reaction

Crisis communication is the exchange of information between an organization and its constituents during and after the occurrence of a crisis. This research employs a descriptive technique and a qualitative method. Techniques for data gathering include observation, interviewing, and documenting. The aim of this research is to conduct an empirical examination of the execution of strategies and supporting and inhibiting variables in crisis communication in public relations. The findings of this research suggest that a crisis communication plan should be suitable and swift in order to overcome public reaction and avoid a protracted crisis communication. Communication in Times of Crisis Pre-Crisis management is carried out by Public Relations, namely in the preparation (Planning) stage, which includes the establishment of a Public Relations team responsible for providing information, a clean-up and executive summery formation team, and Crisis-Response, namely the manufacturing stage. Press releases, clarifications, establishing stakeholder and media relations, and finally, Post-Crisis, namely the advancement of Public Relations not only to improve the company's image but also to improve performance, press conferences, and dissemination of publications are also implemented to improve things in the short and long term through programs

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