Communicating with, through, and as the Recipient: Changing the Rules in Strategic Communication and Journalism

Abstract

In today's world, technological innovations and societal changes are increasing both in frequency as well as in the seriousness of their effects on all parts of our day-to-day life. With that, various institutions need to reconsider the rules they adhere to when handling a crisis or communicating with consumers. This book takes a look at the trends that are shaping the communication profession of tomorrow, within the fields of strategic communication and journalism, and their consequences as well as how to implement them. The publications given consider trends such as corporate podcasts, artificial intelligence in journalism, prosumers, and possibilities of fostering resilience and corporate social listening as well as effects of the Covid-19 pandemic on dialog communication. Six individual papers, developed over the course of a research seminar at Leipzig University, give insights into the future of communication within their respective fields, focusing on communication with, through, and as the recipient. Together, they formulate implications for the practical field and future research, offering insights and pathways for communication to come.