The Handbook of Communication Engagement E-Book

• Herausgeber: John Wiley & Sons
• Kategorie: Geisteswissenschaft
• Serie: Handbooks in Communication and Media
• Sprache: Englisch

Seitenzahl: 1554

Veröffentlichungsjahr: 2018

Beschreibung

A comprehensive volume that offers the most current thinking on the practice and theory of engagement

With contributions from an international panel of leaders representing diverse academic and professional fields The Handbook of Communication Engagement brings together in one volume writings on both the theory and practice of engagement in today’s organizations and societies. The expert contributors explore the philosophical, theoretical, and applied concepts of communication engagement as it pertains to building interaction and connections in a globalized, networked society.

The Handbook of Communication Engagement is comprehensive in scope with case studies of engagement from various disciplines including public relations, marketing, advertising, employee relations, education, public diplomacy, and politics.  The authors advance the current thinking in engagement theory, strategy, and practice and provide a review of foundational and emerging research in engagement topics. The Handbook of Communication Engagement is an important text that: 

• Provides an overview of the foundations and philosophies of engagement
• Identifies the contexts of engagement relating to specific areas across government and corporations, including CSR, consumer, activism, diplomacy, digital, and social impact
• Includes examples of contemporary engagement practice
• Presents applications of engagement and technology
• Offers insights on the future directions of engagement 

The Handbook of Communication Engagement offers an essential reference for advanced undergraduate, graduate students, practitioners and scholars from communication, media, advertising, public relations, public policy, and public diplomacy areas. The volume contains a compendium of the writings on the most recent advances on the theory and practice of engagement. 

Winner of the 2018 PRIDE Award for Innovation, Development, and Educational Achievement from the Public Relations Division of the National Communication Association.

Leseprobe

The Handbook of Communication Engagement

This series aims to provide theoretically ambitious but accessible volumes devoted to the major fields and subfields within communication and media studies. Each volume sets out to ground and orientate the student through a broad range of specially commissioned chapters, while also providing the more experienced scholar and teacher with a convenient and comprehensive overview of the latest trends and critical directions.

The Handbook of Children, Media, and Development, edited by Sandra L. Calvert and Barbara J. Wilson

The Handbook of Crisis Communication, edited by W. Timothy Coombs and Sherry J. Holladay

The Handbook of Internet Studies, edited by Mia Consalvo and Charles Ess

The Handbook of Rhetoric and Public Address, edited by Shawn J. Parry-Giles and J. Michael Hogan

The Handbook of Critical Intercultural Communication, edited by Thomas K. Nakayama and Rona Tamiko Halualani

The Handbook of Global Communication and Media Ethics, edited by Robert S. Fortner and P. Mark Fackler

The Handbook of Communication and Corporate Social Responsibility, edited by Øyvind Ihlen, Jennifer Bartlett and Steve May

The Handbook of Gender, Sex, and Media, edited by Karen Ross

The Handbook of Global Health Communication, edited by Rafael Obregon and Silvio Waisbord

The Handbook of Global Media Research, edited by Ingrid Volkmer

The Handbook of Global Online Journalism, edited by Eugenia Siapera and Andreas Veglis

The Handbook of Communication and Corporate Reputation, edited by Craig E. Carroll

The Handbook of Media and Mass Communication Theory, edited by Robert S. Fortner and P. Mark Fackler

The Handbook of International Advertising Research, edited by Hong Cheng

The Handbook of Psychology of Communication Technology, edited by S. Shyam Sundar

The Handbook of International Crisis Communication Research, edited by Andreas Schwarz, Matthew W. Seeger, and Claudia Auer

The Handbook of Communication Engagement

Edited by

Kim A. Johnston Maureen Taylor

This edition first published 2018 © 2018 John Wiley & Sons, Inc.

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The right of Kim A. Johnston and Maureen Taylor to be identified as the author(s) of the editorial material in this work has been asserted in accordance with law.

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Library of Congress Cataloging-in-Publication Data

Names: Johnston, Kim Amanda, 1965– editor. | Taylor, Maureen, 1965– editor. Title: The handbook of communication engagement / Kim A. Johnston, Maureen Taylor. Description: 1st Edition. | Hoboken : Wiley-Blackwell, 2018. | Series: Handbooks in communication and media | Includes bibliographical references and index. | Identifiers: LCCN 2017057992 (print) | LCCN 2018007546 (ebook) | ISBN 9781119167518 (pdf) | ISBN 9781119167525 (epub) | ISBN 9781119167495 (hardback) Subjects: LCSH: Business communication. | Public relations. | BISAC: BUSINESS & ECONOMICS / Public Relations. Classification: LCC HF5718 (ebook) | LCC HF5718 .J674 2018 (print) | DDC 658.4/5--dc23 LC record available at https://lccn.loc.gov/2017057992

Cover Image: © Maureen Taylor via wordle.net Cover Design: Wiley

This book is dedicated to my family – David, Taylah, and Tom – who surround me with love and inspiration. I also acknowledge my colleague, Dr Anne Lane, who provides unwavering support and encouragement for all of my crazy ideas.

—Kim Johnston

This book is dedicated to my advisor, Carl Botan and my advisees who teach me something new every day. I also thank my partner, Michael Kent, for his support. To quote Kenneth Burke's dedication to A Grammar of Motives: “Without whom, not.”

—Maureen Taylor

CONTENTS

Notes on Contributors

1 Engagement as Communication:

Pathways, Possibilities, and Future Directions

Measures of Engagement—Three Tiers

The Organizing Framework of the

Handbook of Communication Engagement

Future Research Directions

Concluding Thoughts

References

Part I Theoretical Foundations and Guiding Philosophies of Engagement

2 Toward a Theory of Social Engagement

Introduction

Communication Engagement

A System Perspective: Social Engagement

A Multilevel Model of Engagement

Implications of Social Engagement on Communication and Relationships

Notes

References

3 How Fully Functioning Is Communication Engagement If Society Does Not Benefit?

Modeling Engagement

Collective Individualism: Vignette and Oxymoron

Dimensions of Engagement: Social Systems, Stakeholders, Legitimacy, and Self-governance

Onward Through Engagement: Coenacting the Process of Collective Sensemaking

Engagement as Structure, Function, and Discourse Process

Social Capital

Conclusion: Full Functioning Society as Decision-Maker

References

4 Philosophy and Ethics of Engagement

Introduction

Toward a Definition of Engagement

Purpose of Engagement in an Organizational Context

Engagement as a Philosophical and Moral Concept

Engagement as Emotion

Conclusion

References

5 Dialogic Engagement

Linking Engagement and Dialogue

Dialogue

Engagement

The Multilevel Model of Dialogic Engagement

Conclusion and Future Research

References

6 Modeling Antecedents of User Engagement

Introduction

Models of User Engagement

Antecedents of UE

Design Characteristics

Content Characteristics

User Characteristics

Conclusion

References

Part II Engaged Organizations

7 Toward a Cultural Ecology of Engagement

Chapter Overview

Challenges in Conceptualizing Engagement

The Culture Concept

Engagement and the Cultural Ecology of Organizations

The Study of the Cultural Ecology of Engagement

References

8 Reconceptualizing Public Relations in an Engaged Society

Overview of PR Theory and Practice

How to Enact Engagement

Conclusion and Ways Forward in PR Engagement

References

9 The Missing Half of Communication and Engagement: Listening

Communication and Engagement

The Conflation of Communication, Voice, and Speaking

The Organizational Listening Project

The Crisis of Listening

Exemplars, Models, and Methods for Moving Forward

Discussion and Conclusion—Lessons for Engagement

Notes

References

10 Corporate Social Responsibility and Engagement:

Commitment, Mapping of Responsibilities, and Closing the Loop

Introduction

Defining CSR: The Relevance Between CSR and Engagement

Need for Engagement in CSR

Three Forms of CSR Engagement

Challenges and Future Agenda

Conclusion

References

11 Engaging Shareholder Activists:

Antecedents, Processes, and Outcomes

Engagement in the Context of Corporate Social Responsibility

Engagement between Corporations and Shareholder Activists

The Role of CSP in Shareholder Engagement

The Role of Activity Group Identity in Shareholder Engagement

Methods

Indicators of Shareholder Engagement

Results

Discussion

Shareholder Resolutions as a Driving Force of Engagement

The Role of Public Pension Funds in Engaging Corporations

Environmental Issues Provide a Collaborative Platform for Shareholder Engagement

Conclusion

Notes

References

12 Episodic and Relational Community Engagement:

Implications for Social Impact and Social License

Introduction

Social License to Operate

Social Impact and its Assessment

CE Builds Social Capital

CE: A Communication Triad

CE: A Social Level of Engagement

Legitimacy

Trust

Credibility

A Linkage Model of CE, SIA, and SLO

Relational Community Engagement

Episodic Community Engagement

Forced Community Engagement

Implications and Future Research of CE

References

13 Engagement in Conflict:

Research and Practice

Defining Conflict Engagement: Constructive Engagement through Dialogue and Argumentation

Defining Conflict and Conflict Management

Facilitators and Barriers to Conflict Engagement

Engagement in Confrontational Approaches: Negotiation and Mediation

Using Conflict to Create Engagement

Conflict and Engagement Scholarship

Communication Design to Increase Conflict Engagement

Games as Mechanisms for Engagement in Conflict

Conclusion

References

14 Coworkership and Engaged Communicators:

A Critical Reflection on Employee Engagement

Introduction

Two Perspectives on Employee Engagement

An Alternative Perspective—Grounded in the CCO Approach

A Comparison of the Two Perspectives

Coworkership and Communication Engagement

Leadership as a Social, Collective Process

Strategy as Realized by Organizational Ambassadors

Concluding Discussion

References

15 Conceptualizing Strategic Engagement:

A Stakeholder Perspective

Stakeholder Influence and Engagement Factors

The Strategic Engagement Model

Explicating Engagement and Directions for Future Research

References

Part III Engaged Networks and Communities

16 Engaging Partnerships:

A Network-Based Typology of Interorganizational Relationships and their Communities

Defining Engagement

Networked Forms of Organizing

Network Typology

Density as a Communication Activity Construct

Network Centralization as a Communication Flows Construct

An Interorganizational Network Taxonomy of Engagement

Conclusion

Notes

References

17 Media Engagement in Networked Environments:

An Ecological Perspective

Engagement: A News Media Perspective

Engagement from an Ecological Perspective

Shifts in the Media Ecosystem

Network Community and Engagement

Media Engagement in the Networked Ecosystem

Defining Media Engagement

A Model of Engagement

Potential Sources of Conflict

Evidence from Digital News Media Outlets in Europe

Conclusion

References

18 Activist Stakeholders Challenging Organizations:

Enkindling Stakeholder-Initiated Engagement

Conceptualizing Engagement

Connecting Engagement and Participation in Decision-making

Articulating a Two-dimensional Framework for Engagement

Background: Elaborating on the “Hashtag Hijacking” Concept

How Stakeholders Take Control through Hashtag Hijacking

Challenge Crisis: Engagement Driven by Stakeholders

British Gas Case: The Events

British Gas Case: Anger and Engagement

When is Social Media Engagement Valued by Corporations?

An Alternative View: Stakeholder Objectives and Flexible Organizational Objectives

Conclusion

References

19 The Outcomes of Engagement in Activism Networks:

A Co-creational Approach

Activism

Determining the Rules of Engagement

Engagement

Networks

Social Capital and Shared Meaning as Outcomes of Engagement

Engaging Net Neutrality: The Formation of the Anti-SOPA Network

Case Background: Net Neutrality

Opponents’ Issue Engagement Produces Social Capital and Shared Meaning

Evolution to the Internet Defense League Network

Concluding Thoughts

Notes

References

20 Designing for Viable Futures:

Community Engagement as Social Innovation

Introduction

Engagement in Design Theory

Operationalizing Aspects of Engagement: Four Aspects Observed In Design-Led Community Engagement Processes

Discussion

Conclusion

Acknowledgments

References

Part IV Towards an Engaged World

21 Global Engagement:

Culture and Communication Insights From Public Diplomacy

The Rise of Engagement in Public Diplomacy

Individual Expressive Logic

Individual Logic Case: Sweden's Digital Diplomacy

Relational Associative Logic

Relational Logic Case: Cuba's Medical Diplomacy

Holistic Integrative Logic

Holistic Logic Case: China's Cultural Diplomacy

Implications and Lessons for Engagement in Public Diplomacy

References

22 Public Diplomacy as Co-constructed Discourses of Engagement

Current Public Diplomacy is Engagement

Conceptualizing Public Diplomacy as Co-constructed Discourses of Engagement

Public Diplomacy as Co-constructed Discourses of Engagement: A Case Study from Romania

The National Contexts

Why Don't You Come Over?

Applying CDA to the Campaign

Concluding Thoughts

Notes

References

23 Corporate Diplomacy as an Engagement Strategy of the Nonmarket Business Environment

Introduction

Conceptualization of Engagement as Managing Risk

Dependence on Stakeholders

Notes

References

24 Habits of the Heart and Mind:

Engagement in Civil Society and International Development

Civil Society and Engagement

Defining Engagement in Civil Society

Trust and Engagement in Civil Society

Engagement in International Development

Disengaging? Beyond (Western) Engagement

Reenvisioning (Western) Engagement

Conclusion

Notes

References

25 Political Engagement, Communication, and Democracy:

Lessons from Brexit

Introduction

What Is Civic Engagement and Is It Declining?

Engagement and Political Participation

Life Politics and the Critical Consumer/Citizen

Engagement and Direct Democracy

Britain and Brexit

Engagement and Political Communication: The Lessons of Brexit

Conclusion

Notes

References

26 Deliberative Engagement and Wicked Problems:

From Good Intentions to Practical Action

Introduction

Deliberation, Participation, and Involvement

A Broad Church

What Makes a Problem Wicked?

Social Complexity

Social Capital and the Forces of Fragmentation

Overview of the Research Project

Engaging for Engagement

Risk and Power

Confidence Building Measures

Ongoing Conflict and Cultural Barriers

Building Social Capital

Building Theory from Experience

Summary

References

27 “Changing Worlds” Through Intentional Dialogic Engagements

Engagement: More Than Just Doing School

Pedagogy for Dialogic Engagement

The Changing Worlds Project

Conclusion

Notes

References

Part V Digital Influences on Engagement

28 From Advertising to Engagement

Definitions of Engagement

The Components of Engagement

Engagement as a Process or System

Engagement and Marketing

Levels of Engagement Through Dialogic Behaviors

Conclusion

References

29 Emotional Engagement in a New Marketing Communication Environment

Changing Media, Marketing, and Communication World and Consequences for Engagement

Emotional Engagement in Communication and Advertising

Different Engagement Measurement Approaches

The Case of Huffington Post Native Advertising Engagement

Conclusion

References

30 Virtual Engagement:

A Theoretical Framework of Affordances, Networks, and Communication

Virtual Engagement

The Sociotechnical Landscape and Virtual Engagement

Social Networks and Virtual Engagement

Communication in Virtual Engagement

Caveats, Questions, and Future Directions

Future Directions

Conclusion

Notes

References

31 Consumer Engagement in the Digital Era:

Its Nature, Drivers, and Outcomes

Introduction

The Nature of Consumer Engagement

Conceptual Framework of Consumer Engagement

Conclusion

References

32 Consumer Engagement in Social Media in China

Introduction

Consumer Engagement

Consumer Engagement in Social Media in China

The Role of Social Media in China and Social Media Engagement

Chinese Culture and Social Media Engagement

Conclusion and Future Research Directions

References

33 The Role of Social Capital in Shaping Consumer Engagement within Online Brand Communities

Introduction

Consumer Engagement

Online Brand Communities

Engagement Valences in OBCs

Social Capital Spillover Effects from the OBC to Brand

Discussion and Implications

References

34 Engagement, Interactivity, and Diffusion of Innovations:

The Case of Social Businesses

Introduction

Online Engagement

Interactivity and Engagement

Engagement

Engagement and DOI: The Case of Social Businesses

References

35 New Media Challenges to the Theory and Practice of Communication Engagement

Dialogic Approaches to Communicative Engagement

Communication Engagement, Dialogue, and Contemporary Media Spaces

The Coevolution of Media Environments and Communication Practices

New Social Architectures of Communication Engagement

Implications for Practices of Communication Engagement

Algorithms and Communication Engagement

Implications for Practices of Communication Engagement

The Changing Phenomenology of Authentic Communicative Experiences

Implications for Practices of Communication Engagement

Conclusion

References

Part VI Future Challenges for Engagement as Theory and Practice

36 Negative Engagement

Negative Engagement Defined

Related Concepts and the Development of Negative Engagement

Process Nature and Outcomes

Categories of Negative Engagement

Communication and Response Strategies Related to Different Forms of Negative Engagement

Conclusions

References

37 Critical Perspectives of Engagement

Discourses of Engagement: Public, Employee, and Stakeholder Engagement

Discourse and Critique

The Meanings of Engagement

Problematizing Engagement

References

Index

End User License Agreement

List of Tables

Chapter 1

Table 1.1

Table 1.2

Chapter 2

Table 2.1

Chapter 6

Table 6.1

Table 6.2

Table 6.3

Chapter 9

Table 9.1

Chapter 11

Table 11.1

Table 11.2

Table 11.3

Table 11.4

Table 11.5

Table 11.6

Table 11.7

Chapter 14

Table 14.1

Chapter 18

Table 18.1

Chapter 24

Table 24.1

Chapter 26

Table 26.1

Chapter 31

Table 31.1

Chapter 32

Table 32.1

Chapter 33

Table 33.1

Chapter 34

Table 34.1

Chapter 36

Table 36.1

Table 36.2

Chapter 37

Table 37.1

Table 37.2

List of Illustrations

Chapter 1

Figure 1.1

Inductive themes—select engagement definitions presented by authors in the Handbook of Communication Engagement (Johnston & Taylor, 2018).

Chapter 2

Figure 2.1

Levels of analysis in engagement—a taxonomy.

Figure 2.2

A multilevel model of communication engagement (developed by author for this chapter).

Chapter 5

Figure 5.1

Dialogic/Engagement interaction. 

Chapter 6

Figure 6.1

Compilation of process-based models of user engagement.

Figure 6.2

Compilation of product-oriented models of user engagement.

Chapter 11

Figure 11.1

Total number of shareholder resolutions per year, 1997–2011.

Note

:

Y

-axis shows the number of shareholder resolutions.

X

-axis shows years.

Figure 11.2

Factors that affect shareholder engagement on CSR issues.

Chapter 12

Figure 12.1

Relational community engagement.

Figure 12.2

Episodic community engagement.

Chapter 13

Figure 13.1

Conflict management and degree of engagement.

Figure 13.2

Generic field model of conflict management.

Figure 13.3

Social field model of negotiation.

Figure 13.4

Communication design process.

Chapter 15

Figure 15.1

Engagement factors.

Figure 15.2

Strategic engagement model.

Chapter 16

Figure 16.1

Hypothetical whole networks.

Figure 16.2

Typology of interorganizational network structures for the centrally located organization.

Chapter 17

Figure 17.1

Engagement in the networked media ecosystem.

Chapter 19

Figure 19.1

The anti-SOPA network structure.

Note

: The connections between nodes are based on the hyperlinks between the organizations’ websites. Nine organization types are designated with different shape: Circle = SOPA-specific group, Square = news site, Up Triangle = social networking site, Box = blog, Down Triangle = traditional activist group, Circle-in-Box = tech firm, Diamond = info site, Plus = entertainment site, Thing = other.

Figure 19.2

Internet defense league network structure.

Note

: The connections between nodes are based on the hyperlinks that connect organizations’ websites. Because the network was so small, the organizations were not categorized by type as done so in Figure 19.1, Instead, the names of each organization are listed. Organizations listed on the upper left corner of the image are isolated from the network and had no connections (i.e., hyperlinks) to other organizations. The webcrawler gathered the hyperlink connections among the organizations’ websites one year after the Internet Blackout.

Chapter 21

Figure 21.1

Infinity sign as emblematic of relational logic.

Figure 21.2

Sri Yantra. 

Figure 21.3

Raindrops. 

Figure 21.4

Global logics.

Chapter 22

Figure 22.1

Original posters of the campaign.

Figure 22.2

Overview of the campaign and its results.

Chapter 26

Figure 26.1

Moving the deliberative engagement process forward. 

Chapter 28

Figure 28.1

Persuasion versus engagement: Two different paths to effective branding.

Figure 28.2

The process model of engagement.

Chapter 30

Figure 30.1

Virtual engagement framework.

Figure 30.2

Communication mechanisms for social capital in citizen-stakeholder networks. 

Chapter 31

Figure 31.1

Consumer engagement conceptual framework.

Chapter 32

Figure 32.1

Conceptual model of consumer social media engagement in China.

Chapter 33

Figure 33.1

Conceptual model.

Guide

Cover

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Notes on Contributors

Ruth Avidar (PhD) is the head of the marketing communications track in the Department of Communication at the Max Stern Yezreel Valley College, Israel. Avidar earned her PhD at the University of Haifa and Master of Arts degree in communication and journalism at The Hebrew University of Jerusalem. Avidar is a former public relations practitioner, and her research has focused on online public relations, social media, computer-mediated communication, dialogue, and new technologies. Avidar is the chair of PR committee in the Israel Communication Association (ISCA) and a member of the Center for Internet Research, University of Haifa.

Grant Banfield (PhD, University of South Australia) teaches and researches at the Flinders University in Adelaide, South Australia. He is a sociologist who researches and writes in the area of education and social change. His recent book Critical Realism for Marxist Sociology of Education (Routledge, 2016) brings together his interests in social theory, the philosophy of science, and educational activism. Grant is a member of the editorial advisory board of the Journal of Critical Education Policy Studies.

Amanda Beatson (PhD) is a senior lecturer in marketing at QUT Business School. Her research focuses on optimizing customer value; particularly how to create and maintain positive service experiences and organizational image. Amanda achieves this by investigating how to engage and motivate employees and other stakeholders, and how to improve service delivery options, with the overall goal of delivering excellent service. Various government bodies and private organizations within Australia and the United Kingdom have funded her research. She publishes in journals including Journal of Business Research, Journal of Business Ethics, Journal of Marketing Management, and The Service Industries Journal.

Jana Lay-Hwa Bowden (PhD) is a senior lecturer in marketing at Macquarie University in Sydney, Australia. Her research expertise focuses on the drivers, nature, and outcomes of consumer engagement and its positive and negative manifestations within different engagement platforms including social media and traditional media. She has a particular interest in the operation of engagement within online brand communities, and the role of brands and consumers in collectively shaping engagement outcomes. Her research has appeared in academic publications such as the Journal of Service Theory and Practice, Journal of Marketing Theory & Practice, Journal of Marketing Management, and Marketing Intelligence and Planning.

Bobby J. Calder is the Kellstadt Professor of Marketing and professor of psychology at the Kellogg School of Management, Northwestern University. He is also a professor of journalism in the Medill School of Journalism. Presently, he serves as chair of the ISO International Committee on Brand Evaluation. He has formally served as director of the Kellogg MMM Program and chair of the Marketing Department. His work is primarily in the areas of brand strategy, media and marketing, and the psychology of consumer behavior. Previously, he has taught at the Wharton School, University of Pennsylvania, and the University of Illinois and has been a consultant for Booz Allen and Hamilton. He is a graduate of the University of North Carolina at Chapel Hill. He has been a consultant to many companies and to government and not-for-profit organizations. His most recent books are Kellogg on Integrated Marketing (Wiley, 2003) and Kellogg on Advertising and Media (2008).

Glenda Amayo Caldwell (BS (UM, USA), MA (FIU, USA), PhD (QUT, Australia)) is a senior lecturer in architecture at QUT. Glenda is the leader of the communities research program within the QUT Design Lab and is an active researcher in the Urban Informatics Research group. Her research focuses on the effect technology has on the experience of the city, exploring how opportunities for social interaction can occur within the digital and physical layers of the urban environment. Glenda has many peer-reviewed publications with particular interests in media architecture, community engagement, and design robotics.

Marianella Chamorro-Koc (BA (PUCP, Peru), MA (OSU, U.S.A.), PhD (QUT, Australia)) is a senior lecturer in industrial design at QUT. Driven to contribute to people's making of better futures, Marianella's research focuses on the identification of the experiential knowledge embedded in people's activities and interactions with products and systems, and the contextual aspects shaping them. Her research focus is applied in two distinctive areas: social innovation for viable futures, and on the exploration of self-service technologies for health and wellness in people's everyday experiences. Marianella leads the Design for Health and Wellbeing Program at QUT Design Lab.

Sylvia Chan-Olmsted is the director of Media Consumer Research at the University of Florida. Her research expertise includes digital/mobile media consumption, branding, and strategic management in emerging media/communications industries. Her current studies involve audience engagement conceptualization/measurement, development/marketing of mobile media content, cross-platform audience behavior, branded content, and branding via social/mobile media. Dr. Chan-Olmsted has conducted consumer research for Google, Nielsen, Huffington Post, Association of Top German Sport Sponsors, and National Association of Broadcasters. Recipient of over 20 national/international awards, Dr. Chan-Olmsted holds the Al and Effie Flanagan Professorship at the University of Florida.

Yi-Ru Regina Chen (PhD) is assistant professor in communication at Hong Kong Baptist University, Hong Kong. Her major research areas include strategic communication, social media engagement, and CSR and Creating Shared Value (CSV) in greater China. She has published in the Journalism and Mass Communication Quarterly, Journal of Public Relations Research, Public Relations Review, Information, Communication & Society, Chinese Journal of Communication, and Journal of Medical Internet Research. Chen is 2015–2017 Page Legacy Scholar of the Arthur W. Page Society and the research fellow of the Behavioral Insights Research Center of Institute for Public Relations (IPR) in the United States.

Lisa V. Chewning (PhD, Rutgers University) is associate professor of corporate communication at Penn State University – Abington. Research interests include social networks, crisis communication, public relations, and information and communication technology (ICT). Her research has been published in outlets such as Management Communication Quarterly, Communication Monographs, Public Relations Review, Journal of Communication, Computers in Human Behavior, and Human Communication Research.

Natalie Collie (PhD) is a lecturer in the School of Communication and Arts, University of Queensland. Her research has a focus on questions of space, identity, and communication. She is particularly interested in the impact of digital technologies on contemporary culture and the public sphere.

Jodie Conduit is an associate professor in marketing at the University of Adelaide. Her research interests lie in understanding how to engage consumers in interactions with organizations, and each other, that enable them to work together to achieve meaningful and relevant outcomes. This underpins her research agenda in the areas of customer engagement, value cocreation, services marketing, organizational capabilities, and marketing strategy. Jodie's research has been widely published in leading journals, including the Journal of Service Research, Journal of Business Research, Journal of Business Ethics, and the Journal of Marketing Management among others.

W. Timothy Coombs (PhD from Purdue University in public affairs and issues management) is a full professor in the department of communication at Texas A&M University and an honorary professor in the department of business communication at Aarhus University. His primary areas of research are crisis communication and CSR. He is the current editor for Corporation Communication: An International Journal. His research has appeared in Management Communication Quarterly, Public Relations Review, Corporate Reputation Review, Journal of Public Relations Research, Journal of Communication Management, Business Horizons, and the Journal of Business Communication.

David Devins (PhD) is a principal research fellow with more than 25 years of applied research experience. He has worked extensively with the European Commission, National Government Departments, the UK Commission for Employment and Skills, and local economic development agencies. His research and evaluation interests include the design and evaluation of business support for small- and medium-sized enterprises, university-industry knowledge exchange, and leadership development. His recent work for the European Commission includes the development of university programs to support the sustainability of small family businesses, and he is currently research lead for the Independent Food and Drink Academy at Leeds Beckett University.

Marya L. Doerfel (PhD, University of Buffalo) is a professor in the School of Communication and Information and director of the NetSC&I Social Network Lab at Rutgers University in New Jersey, USA. Her research on community resilience and disruptions that impact interorganizational relationships and their communities has taken place in Croatia, New Orleans, Louisiana, Houston, Texas, and along the US New Jersey Coastline. Her research has been supported by grants from the US Department of Defense, the National Science Foundation, and the United States Agency for International Development through contracts with IREX and Internews.

Alina Dolea is a lecturer in corporate and marketing communications at Bournemouth University, UK and holds a PhD in communication sciences. Alina was Fulbright Senior Scholar 2015–2016 and SCIEX Fellow 2015. She received the EUPRERA PhD Award for Excellent Doctoral Theses in 2015, and “Best Faculty Paper in PR” at the 2014 ICA Conference. Alina authored “Twenty years of (re)branding post-communist Romania. Actors, discourses, perspectives 1990-2010” (Institutul European, 2015) and coauthored “Branding Romania. Cum (ne) promovăm imaginea de ţară” (Curtea Veche Publishing, 2009). She is vice-chair of the ICA Public Diplomacy Interest Group and member of EUPRERA, ECREA, and ISA.

Sabine Einwiller is a professor of public relations research in the department of communication at the University of Vienna, Austria. She holds a doctorate degree in business administration from the University of St. Gallen (Switzerland) and a master's degree in psychology from the University of Mannheim (Germany). Prior to her academic career, she worked as a PR manager in a multinational chemical company in Germany. Einwiller's research focuses on the effects of negative publicity and crisis communication, CSR communication, consumer–company communication in social media, and employee communication.

James Everett is a professor in the department of communication, media, and cultures where he has also served as department chair. Dr. Everett's primary areas of research focus on organizational ecology and culture and their relationship to organizational knowledge systems, and public relations theory and management. His research has appeared in various books, professional publications, and academic journals including Communication Theory, Public Relations Review, Emerging Perspectives in Organizational Communication, Handbook of Public Relations Theory and Practice, and monographs of the Public Relations Society of America.

Tyler R. Harrison (PhD, University of Arizona) is a professor of communication studies and a member of the Center for Communication, Culture, and Change at the University of Miami. His research focuses on the design, implementation, and evaluation of communication systems for organizational, health, and conflict processes. He has certificates in mediation and negotiation from Harvard University's Program on Negotiation and has served as an arbitrator for the Better Business Bureau. He is coeditor of the book Organizations, Communication, and Health. His research has been published in Journal of Communication, Journal of Applied Communication Research, and International Journal of Conflict Management.

Greg Hearn (PhD) is professor and director of research development in the Creative Industries Faculty at Queensland University of Technology. His research has examined new media policy and communication practice. Relevant here is his interest in communication engagement with stakeholders in strategic industry futures, most recently for R&D in the agriculture sector. His coauthored books include Creative graduate pathways within and beyond the creative industries (2017: Routledge); Creative work beyond the creative industries (2014: Edward Elgar); Eat Cook Grow: Mixing human-computer interactions with human-food Interactions (2013: MIT Press); The knowledge economy handbook (2005 and 2012: Edward Elgar); Knowledge policy: Challenges for the 21st century (2008: Edward Elgar); and Action research and new media (2008: Hampton Press).

Robert L. Heath (PhD, University of Illinois, 1971) is professor emeritus at the University of Houston. He is author or editor of 23 books, including handbooks and master collections, and 140 articles in major journals and chapters in leading edited books. In addition to strategic issues management, he has written on rhetorical theory, social movements, communication theory, public relations, organizational communication, crisis communication, risk communication, terrorism, corporate social responsibility, investor relations, and reputation management. He has lectured in many countries, to business and nonprofit groups, and for various professional associations.

Mats Heide is professor in strategic communication at Lund University. His main areas of research interest are change communication and crisis communication, but he has also a broader research interest in strategic communication and organizational communication. Heide is author and coauthor of 12 books (in Swedish) and several articles and edited chapters in anthologies such as The Routledge handbook of critical public relations (2016), The Routledge handbook of strategic communication (2015), Encyclopedia of public relations II (2014), Handbook of crisis management (2013) and The handbook of crisis communication (2010). Heide is coeditor of Strategic Communication, Social Media and Democracy (Routledge, 2015), and Strategic communication: An introduction (Routledge, 2018).

Sherry J. Holladay is professor of communication at Texas A&M University in College Station, Texas. Dr. Holladay's research interests include crisis communication, corporate social responsibility, activism, and reputation management. Her scholarly work has appeared in Public Relations Review, Management Communication Quarterly, Journal of Communication Management, Journal of Public Relations Research, International Journal of Strategic Communication, and Public Relations Inquiry. She is coauthor of It's Not Just PR: Public Relations in Society, Public Relations Strategies and Applications: Managing Influence, and Managing Corporate Social Responsibility. She is coeditor of the Handbook of Crisis Communication.

Linda D. Hollebeek (PhD) is an associate professor at Montpellier Business School/NHH Norwegian School of Economics. Her research centers on customer/consumer engagement, with her work to-date being published in Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Business Research, Journal of Interactive Marketing, Industrial Marketing Management and the European Journal of Marketing, among others. She has guest-edited several Special Issues on Customer Engagement (e.g. Journal of Marketing Management, and currently in Journal of Service Management, European Journal of Marketing and Journal of Service Research), and is an Editorial-Board member with the Journal of Services Marketing.

Bree Hurst (PhD) is a public relations lecturer in the School of Advertising, Marketing and Public Relations, QUT Business School. Bree holds a PhD in organizational communication and corporate social responsibility. Her research continues to focus on organizational communication and corporate social responsibility, as well as the areas of stakeholder engagement, social impact, and social license to operate. Her research has been published in journals such as Journal of Business Ethics and Public Relations Review, and the award-winning Handbook of Communication and Corporate Social Responsibility.

Øyvind Ihlen is a professor at the Department of Media and Communication, University of Oslo and codirector of POLKOM – Centre for the Study of Political Communication. He has published over 80 journal articles and book chapters, and written or edited eleven books, including Public Relations and Social Theory: Key Figures and Concepts (2009) and the award-winning Handbook of Communication and Corporate Social Responsibility (2011). Ihlen is Past President of the European Public Relations Education and Research Association (EUPRERA). His research focuses on strategic communication/public relations, using theories of rhetoric and sociology.

Kim A. Johnston (PhD, MBus, BNursing) researches social impact and communication engagement from a social process perspective to understand the nature and outcomes of engagement and change across government, private, and the nonprofit sectors. She is a senior lecturer at QUT Business School where she teaches community engagement, issues management, organizational communication, and public relations. Her work has been published in highly ranked journals and handbooks.

Amanda K. Kennedy (PhD, University of Maryland, 2016; M.A., University of Houston) is an assistant professor of communication studies at St. Mary's University in San Antonio, Texas. She specializes in feminist, postmodern, and critical theory and ethics in public relations. Her published and forthcoming research appears in journal articles and chapters, covering topics in public relations and society, feminist studies, affect theory, and postmodernism in communication. In addition to research, Kennedy enjoys her commitments in academic service and teaching undergraduate and graduate courses in PR, journalism, media ethics, and communication theory and methods.

Michael L. Kent is a professor of public relations in the School of the Arts and Media, Faculty of Arts and Social Sciences, at the University of New South Wales (UNSW) in Sydney. Kent conducts research on new technology, mediated communication, dialogue, international communication, and web communication. Kent has published in national and internal communication and public relations journals including Communication Studies, Critical Studies in Media Communications, Gazette, International Journal of Communication, Journal of Public Relations Research, Management Communication Quarterly, Public Relations Quarterly, Public Relations Review, and others. Kent received his doctorate from Purdue University, master's from the University of Oregon, and bachelor's from the University of Alaska Fairbanks.

Sarab Kochhar (PhD) is the director of research with the Institute for Public Relations (IPR). At IPR, she is the chief research strategist, advising and leading the institute on priorities and research programs. Dr Kochhar also holds the position as the director in APCO Worldwide where she serves as a strategic counsel for clients on measurement and evaluation for communication programs and works with clients across the globe to develop measurement techniques and provide insights to clients. Sarab has worked in both public and private sectors including the Government of India, Burson-Marsteller, and Ketchum Research and Analytics Group.

Anne Lane (PhD, BA Hons (1st), BCom) is the public relations discipline leader at QUT Business School. Anne's research interests focus on nonorganizational perspectives on dialogue and engagement. She is particularly involved in researching applied perspectives on dialogue and engagement; and the dynamic tensions that emerge between normative theory and pragmatic realities. Her research has been published in peer-reviewed journals, and presented at international conferences. Anne has received research grants in social impact and engagement, and advises industry on how to enhance stakeholder relationships through dialogue and engagement. She has also contributed case studies and encyclopedia entries for scholarly works.

Matias Lievonen (MA) is a doctoral student in corporate communication at the Jyvaskyla University School of Business and Economics, Finland. His dissertation focuses on negative engagement and customer postconsumption behaviors in the online environment (e.g., negative electronic Word-of-Mouth). In addition to research related to engagement behaviors online, Lievonen is part of two research projects at the University of Jyvaskyla. In these projects, he examines the variable impacts of online content marketing, and studies the critical incidents of customer emotional journey in the electronic commerce.

Vilma Luoma-aho is professor of corporate communication at the School of Business and Economics, University of Jyvaskyla, Finland and chairman of the board of ProCom the communication professionals in Finland. She has published in journals such as Journal of Public Relations Research, Journal of Communication Management, and Corporate Communications: an International Journal. Her research interests include stakeholder relations and intangible assets, and she currently leads a multiuniversity, multicorporation-sponsored research project on the logic of content marketing (Opening the Black Box of Content Marketing), and she is currently authoring two books related to intangible assets and public sector communication (Wiley).

Kerrie Mackey-Smith (PhD, University of South Australia) is a lecturer at Flinders University, South Australia where she teaches undergraduate and postgraduate teacher education. Kerrie's social research explores just teaching practices for engaging young people in literacy learning and using digital and material artifacts to raise student teachers’ awareness of “critical” teaching practices. She has worked across public and private sectors, including government, education, and corrections. She has published in education and media journals.

Jim Macnamara (PhD) is professor of public communication at the University of Technology Sydney and a visiting professor at London School of Economics and Political Science, Media, and Communications Department. He is internationally recognized for his research into evaluation of public communication and for his work organizational listening. He is the author of 16 books including The 21st Century Media (R)evolution (Peter Lang, New York, 2014); Organizational Listening: The Missing Essential in Public Communication (Peter Lang, New York, 2016); and Evaluating Public Communication: Exploring New Models, Standards, and Best Practice (Routledge, 2017).

Edward C. Malthouse is the Theodore R and Annie Laurie Sills Professor of Integrated Marketing Communications and Industrial Engineering and Management Science at Northwestern University and the research director for the Spiegel Center for Digital and Database Marketing. He was the coeditor of the Journal of Interactive Marketing between 2005 and 2011. He earned his PhD in 1995 in computational statistics from Northwestern University and completed a postdoc at the Kellogg marketing department. His research interests center on customer engagement and experiences; digital, social, and mobile media; big data; customer lifetime value models; predictive analytics; unsupervised learning; and integrated marketing communications.

Jocelyn McKay holds a master of library and information studies (MLIS) degree from the University of British Columbia. She has coauthored two papers on the topic of user engagement in online news environments published in Proceedings of the Conference on Human Information Interaction and Retrieval (CHIIR) (2017) and Proceedings of the Association for Information Science and Technology (ASIS&T) Annual Meeting (2016). Ms. McKay has also presented her research on “The legal information needs of women who experience online harassment” (authored with Victoria James) at the 2017 Canadian Association of Information Science (CAIS) Conference.

Jessica Wendorf Muhamad (PhD, University of Miami) is an assistant professor in the School of Communication at Florida State University. Her research focuses on (1) development of culturally relevant, experientially based interventions constructed through a participatory approach; (2) examines how prosocial, persuasive narrative embedded within experiential learning opportunities influences individuals’ attitudes and behaviors regarding complex social issues; and (3) incorporates a holistic understanding of intervention adoptability through an examination of implementation climate pre-/postdevelopment. Her research has been published in such journals as Journal of Health Communication, Health Communication, and Computers in Human Behavior.

Heather O'Brien is associate professor at the iSchool, University of British Columbia, in Vancouver, Canada, where she teaches and researches in the area of human information interaction. Dr. O'Brien has contributed numerous publications in the area of user engagement, including two recent books, Why Engagement Matters: Cross-Disciplinary Perspectives and Innovations on User Engagement with Digital Media (edited with Paul Cairns, 2016) and Measuring User Engagement (authored with Mounia Lalmas and Elad Yom-Tov, 2014), as well as the User Engagement Scale (UES), an experiential questionnaire used internationally to understand digitally mediated user experience.

Magda Pieczka is reader in public relations at Queen Margaret University where she currently leads the Centre Public Engagement and Dialogue and is a key member of Communication, Culture and Media Studies Research Centre. She is an editor of Public Relations Inquiry, past coeditor of the Journal of Communication Management, and has served on the editorial boards of Journal of Public Relations Research and Prism, an international online journal. She has written about public relations profession and professionals, professional knowledge and competencies, about dialogue in science policy and health interventions, and public engagement. She is a frequent contributor to international conferences in the field.

Adam J. Saffer (PhD, University of Oklahoma) is an assistant professor at the University of North Carolina's School of Media and Journalism. Saffer's research takes a network perspective to study a range of communication phenomena. Primarily he has researched in the areas of advocacy and activism, interorganizational relationships, and new communication technologies in public relations. His work has been published in Journal of Communication, Public Relations Review, Management Communication Quarterly, and Journal of Public Relations Research.

Charlotte Simonsson (PhD, Lund University) is senior lecturer and has served as the head of department of strategic communication, Lund University. Her main research interests are change communication, crisis communication, leadership communication, and roles and practices of communication professionals. At present she is engaged in the research project The communicative organization with the purpose to clarify how communication contributes to value creation and organizational goal accomplishment. Simonsson is the author of several books in Swedish and her work has been published in journals such as International Journal of Strategic Communication, Corporate Communications: An international Journal, and Public Relations Review.

Birgit Andrine Apenes Solem (PhD) is an Associate Professor in marketing and strategy at University College of Southeast Norway – School of Business, where she is head of the research group in Innovation and Entrepreneurship. Her research expertise focuses on customer/consumer and actor engagement, customer experience, service innovation, -management, -systems and -platforms, service design and business model innovation. Her work to-date has been published in academic journals such as the Journal of Service Theory and Practice, Journal of Consumer Marketing, Journal of Marketing Management and International Journal of Internet Marketing and Advertising.

Ian Somerville (PhD) is reader in communication at the University of Leicester, UK. His research has been published in a range of international journals, including International Journal of Press Politics, Public Relations Review, Public Relations Inquiry, International Journal of Public Administration, International Review for the Sociology of Sport, and his most recent book is Somerville, Hargie, O., I., Taylor, M., and Toledano, M., (Eds.) (2017) International Public Relations: Perspectives from Deeply Divided Societies, London: Routledge. He is a member of the editorial boards of Public Relations Review and Public Relations Inquiry and currently chair of the Organisational and Strategic Communication Section of the European Communication Research and Education Association.

Erich J. Sommerfeldt (PhD) is an associate professor in the department of communication at The University of Maryland-College Park. He is a two-time winner of the PRIDE Best Article of the Year Award from the Public Relations Division of the National Communication Association. His research focuses on activist communication and the role of public relations in civil society and social capital. Sommerfeldt has participated in applied civil society research and development projects in developing nations around the world, including Haiti, Jordan, Ukraine, Peru, Indonesia, and China.

Maureen Taylor (PhD) is the director of the School of Advertising and Public Relations at the University of Tennessee. Taylor's public relations research has focused on nation building and civil society, dialogue, engagement, and new technologies. In 2010, Taylor was honored with the Pathfinder Award, presented by the Institute for Public Relations in recognition of her “original program of scholarly research that has made a significant contribution to the body of knowledge and practice of public relations.” Taylor is a member of the Arthur S. Page Society and serves as editor of the journal, Public Relations Review.

Ralph Tench (PhD) researches in two communications strands; social impact and organizational strategy, behavior, and performance. His work includes national and international projects such as the European Communication Monitor (ECM), now in its 11th year (www.communicationmonitor.eu). He was principal investigator for the first and largest EU research project in public relations investigating competencies of communications practitioners. He has written and edited more than 20 books and over 40 academic journal articles and his work include a market leading textbook, Exploring Public Relations, currently in its fourth edition. He recently published a book with colleagues from the ECM team on “Communication Excellence” (2017). Dr Tench is president of the European Public Relations Research and Education Association (EUPRERA).

Petra Theunissen is senior lecturer and curriculum leader for public relations at the School of Communication Studies, Auckland University of Technology, New Zealand, where she teaches undergraduate and postgraduate courses in communication and public relations. Prior to this, she worked in public relations, management, consulting, and education. She holds a D. Phil in communication management from the University of Pretoria, South Africa, and has written and contributed to book chapters and articles in the field of communication. She is also a published author in the science fiction genre. Her current research interests focus on relationship building, dialogue, and social media in the context of public relations.

Nur Uysal (PhD, University of Oklahoma) is an assistant professor in the College of Communication at DePaul University in Chicago where she teaches courses in corporate communication and public relations. Uysal's research focuses on corporate social responsibility, investor relations, and stakeholder engagement. Her scholarship explores the societal and technological forces that influence the relationships between organizations – non-profit, for-profit, and governmental – and their stakeholders. Uysal has received several top faculty research awards from National Communication Association and International Communication Association. She is also the recipient of the James E. Grunig and Larissa A. Grunig Outstanding Dissertation Award. Her research has appeared in communication and management journals, including The International Journal of Strategic Communication, International Journal of Business Communication, and Public Relations Review. Nur Uysal is an educator fellow at the Plank Center for Leadership in Public Relations and a member of Page Up Society.

Wolfgang Weitzl (PhD) is assistant professor of marketing and corporate communication in the department of communication of the University of Vienna and associate research fellow at the department of marketing of the Vienna University of Economics and Business. He holds a PhD in management (consumer behavior) and a master's degree in business administration both from the University of Vienna (Austria). Weitzl's research interests focus on value constructive and destructive consumer engagement in the digital era with a special emphasis on the effects of customer online complaining on brands, other consumers and the complainers themselves.

Paul Willis is professor of corporate communication at The University of Huddersfield. Dr. Willis joined the University from Leeds Business School where he was director of the Centre for Public Relations Studies. Paul previously held board-level positions in the communication consultancy sector advising organizations including BMW, BT, Proctor & Gamble, Walmart, the NHS, UK Sport, and Football Association. As an academic Paul has managed research projects for the EU, the UK Cabinet Office, and Department for Health. In 2016, he was appointed to the Government's Future Communication Council by the Cabinet Office and Prime Minister's Office. Paul is co-author of Strategic Public Relations Leadership and other published research can be found in his field's leading journals and textbooks.

Caroline Wilson-Barnao (PhD) is a lecturer in the School of Communication and Arts at the University of Queensland. She has many years’ experience in public relations and marketing especially for nonprofit organizations and currently teaches in theory and practical subjects. Her PhD research takes a critical focus on the use of digital media especially on cultural institutions and public space.

Lisa-Charlotte Wolter is head of the Brand and Consumer Research Department at Hamburg Media School (HMS), Germany and postdoc at the College of Journalism and Communication, University of Florida. Her research focus is on consumer decision-making in digital and cross-platform usage processes, innovative media research methods, media trust and quality, effectiveness of new platform advertising, emotional engagement, and international media brand strategies. Since finishing her PhD in media and brand management in 2014, she is responsible for several media engagement research projects with industry partners such as Google or Twitter and integrated the NeuroLab for implicit media research at HMS.

Aimei Yang (PhD, University of Oklahoma) is an assistant professor of public relations in the Annenberg School for Communication and Journalism at the University of Southern California. Yang's research is positioned at the intersection of strategic public relations and social network science. Yang studies civil actors’ issue advocacy and the dynamic relationship networks among nonprofit organizations, corporations, and governments. Yang has published over 40 refereed journal articles and book chapters in communication, public relations, and management journals. Yang has also regularly presented her work at international conferences and universities. Yang has received several top faculty research awards from National Communication Association and International Communication Association. Yang is a member of the Page Up Society and serves on the editorial board of Public Relations Review and Journal of Public Relations Research.

Mohammad Yousuf is a lecturer in the Gaylord College of Journalism and Mass Communication at the University of Oklahoma. His research interests include user engagement with online news media, networked media ecology, strategic management, media ethics, journalistic use of social media, data journalism, and news media and democracy. His research was published in prestigious journals including Journalism & Mass Communication Quarterly and Journalism Practice. He earned a master of social sciences from the University of Dhaka, Bangladesh, and a PhD from the University of Oklahoma. His scholarship reflects 8 years of work experience with international and national media in Bangladesh.

R. S. Zaharna is professor of public communication and director of the MA in global media at the School of Communication, American University, Washington, DC. Her books include Battles to Bridges: U.S. Strategic Communication and Public Diplomacy after 9/11 (Palgrave-Macmillan, 2010; 2014), The Connective Mindshift: Relational, Networked and Collaborative Approaches to Public Diplomacy (coedited with A. Arsenault and A. Fisher; Routledge, 2013), and The Cultural Awakening in Public Diplomacy (Figueroa Press, 2012).

1Engagement as Communication: Pathways, Possibilities, and Future Directions

Kim A. Johnston and Maureen Taylor