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Strategic Communication Campaigns at the Foreign and Commonwealth Office: Managing Mediatization During the Papal Visit, the Royal Wedding, and the Queen´s Visit to Ireland
Karlstad University. USA.
2015 (English)In: International Journal of Strategic Communication, ISSN 1553-118X, E-ISSN 1553-1198, Vol. 9, no 2, 118-133 p.Article in journal (Refereed) PublishedText
Abstract [en]

This article investigates strategic communication in the context of the wider adoption of “campaign” approaches to public diplomacy at the Foreign & Commonwealth Office. The three case studies are the visit of Pope Benedict XVI to the United Kingdom, the marriage of HRH Prince William to Kate Middleton, and Queen Elizabeth II’s visit to Ireland. The analytical framework seeks to situate strategic communication theory within a political–economic environment pervaded by a dependence on the media and its institutions for sociopolitical knowledge. Therefore, while affirming the growth and influence of strategic communication as a social phenomenon, this article questions how processes of mediatization impact strategic communication, its organization and practices. The case studies reveal characteristic techniques such as managing mediated spaces for meetings and discussion; shaping the salience of target groups, stakeholders, and participants; an emphasis on values and norms that may be tailored efficiently to different circumstances; and, a strong focus on achieving strategic consistency across diverse messages and messengers. The results will be of interest to researchers and students interested in better understanding how organizations utilize complementary communicative techniques to shape knowledge and steer experiences of political events in ways supportive of their overarching goals. © , Copyright © Taylor & Francis Group, LLC.

Place, publisher, year, edition, pages
Taylor & Francis Group, 2015. Vol. 9, no 2, 118-133 p.
National Category
Communication Studies
URN: urn:nbn:se:kau:diva-44826DOI: 10.1080/1553118X.2015.1008633ScopusID: 2-s2.0-84927776774OAI: diva2:952826

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Available from: 2016-08-15 Created: 2016-08-15 Last updated: 2016-08-15Bibliographically approved

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