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- The normative imperative: Sociopolitical challenges of strategic and organizational communicationPublication . Oliveira, Evandro; Gonçalves, GiselaIn this proceedings book, we can find 29 extended abstracts selected for presentation and discussion at the interim ECREA Organizational and Strategic Communication thematic session conference that took place from 5th to 7th of July 2023 at the Autonomous University of Lisbon, in a joint organisation with LabCom – Research centre, from the University of Beira Interior. Some of the topics debated along the conference were: normative governance for organizational communication and strategic communication; impact of rhetoric, persuasion and brand narratives on society; public sector implications of normative dimensions; nonprofit and hypocrisy; impact of communication on consumers identity and well-being; B-corps as a new relationship management approach; accountability, integrated reporting and communication; greenwashing and other “image” washing; internal relationship management and well-being; corporate social advocacy and CEO activism.
- Exploring citizens’ judgments about the legitimacy of public policies on refugeesPublication . Canelo, Maria José; Oliveira, Evandro; Luoma-aho, VilmaPurpose To introduce a theoretical frame regarding the meaning of legitimacy as an intangible asset of the public sector; to test a way of operationalizing legitimacy typologies that allows exploring and comparing how citizens from two countries evaluate the legitimacy of public policies; to suggest implications for governments’ legitimacy-building strategies in shared international crisis, such as the refugees coming from the Syrian-region. Design/methodology/approach Building on Suchman’s typology, it was defined and categorized different types of legitimacy into concrete measurable, communication related statements concerning consequential, procedural, structural and personal. For the illustrative example, four focus groups were conducted in two different European societies as a mean to have two poles of comparison. Findings The paper reports current understanding of legitimacy by citizens, discusses how different legitimacy types might demand different communication and public diplomacy approaches. The basis for hypothesis for further research on how governments should build legitimacy during emerging societal issues such as immigration policies is set. Practical implications It proposes a typology and its operationalization, discusses how communication might shape legitimacy and profiles the challenge governments have in building it. Within a public diplomacy context, it brings clues for new strategies to the challenge of explaining policies on international crisis combining the tension of domestic with foreign publics. Originality/value There is little research so far in search for clues for communication strategies for the legitimacy of policies on the 2015 European refugee´s crisis. This contributes to the emerging area of intangible assets in the public sector and tests a focus group research strategy with both hermeneutical and pragmatic aims. Combine public diplomacy theory with public sector intangible assets theory to respond to the tension of internal and external publics demands.
- Introducing Nonprofit Communication and Mapping the Research FieldPublication . Gonçalves, Gisela; Oliveira, EvandroThe declining informal collaboration corresponds to less civic engagement, political equity, solidarity, trust, and tolerance as well as associational life. In 2020, a case study of two NPOs revealed that one was adopting a strong entrepreneurial orientation, while the other integrated the traditional community orientation with more professionalization, confirming to partial marketization tendencies. The NGO-ization of society, visible in the increasing number of nongovernmental organizations (NGOs) at the national and transnational level, tend to somewhat contradict Putnam’s thesis. On the other hand, the number of NGOs is not per se revealing of the quality of citizen participation in those organizations. The terms NGOS and nonprofit can be applied to the same organizational forms – some authors tend to consider the former as a type of nonprofit. Interestingly enough, in the diversity of approaches, and even definitions of this object, there is a common use of the excluding element to classify it: nongovernmental and nonprofit.
- Strategic communication in non-profit organisations: Challenges and alternative approachesPublication . Oliveira, Evandro; Melo, Ana Duarte; Gonçalves, GiselaCommunication in the public sphere as well as within organizational contexts has attracted the interest of researchers over the past century. Current forms of citizen engagement and community development, partly enabled through digital communication, have further enhanced the visibility and relevance of non-profit communication. These are performed by the civil society, which is 'the organized expression of the values and interests of society' (Castells, 2008) in the public sphere. Non-profit communication feeds the public sphere as 'the discursive processes in a complex network of persons, institutionalized associations and organizations,' whereas those 'discourses are a civilized way of disagreeing openly about essential matters of common concern' (Jensen, 2002). Despite the relevance in the public sphere, non-profit communication was never properly defined within communication research. The aim of the present book is to offer an overview and report on Strategic Communication for Non-Profit-Organisations and the Challenges and Alternative Approaches. Considering the assumption that a key principle of strategic communication is the achievement of organisational goals, the majority of research developed in the field has used business environments to develop theories, models, empirical insights and case studies. Here, we take a step towards new approaches centred on the concept of non-profit in various dimensions and from various perspectives, showing the diversity and complexity around this subject and at the same time the need of further theoretical and empirical work that provides frameworks and also tools for further understanding of the phenomena.
- Talk to me and I will talk for you: Relationships between citizens and politics using the example of Portuguese Members of Parliaments’ online communicationPublication . Oliveira, Evandro; Gonçalves, GiselaIn line with the “relationship management” theory, which claims that in order for an organization to be successful it needs to put ef-ort into establishing and nurturing relationships with its publics and balance mutual interests (Ledingham, 2006, 2011), the main goal of this chapter is to analyse whether or not online communication tools stimulate citizen-politician relationships. In particular, we aim to find out and reflect on how social media is being used to foster interaction and dialogue between citizens and Members of Parliament, specifically at the Portuguese Parliament – Assembleia da República. Our main focus is on this relationship, considering the representative democratic principles that work towards public dialogic needs in a framework of legitimization and transparency, and isolating it from structures and interactions on the platforms made available centrally by the political party or by the Parliament.
- Handbook of non-profit communicationPublication . Gonçalves, Gisela; Oliveira, EvandroThis handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theory, research, and practice in the nonprofit and nongovernmental organization (NGO) communication field. It is structured in four main parts: the first introduces metatheoretical and multidisciplinary approaches to the nonprofit sector; the second offers distinctive structural approaches to communication and their models of reputation, marketing, and communication management; the third focuses on nonprofit organizations’ strategic communications, strategies, and discourses; and the fourth assembles campaigns and case studies of different areas of practice, causes, and geographies. The handbook is essential reading for scholars, educators, and advanced students in nonprofit and NGO communication within public relations and strategic communication, organizational communication, sociology, management, economics, marketing, and political science, as well as a useful reference for leaders and communication professionals in the nonprofit sector.