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Communication Practices and Possibilities: From Strategic Management to Communication 3.0
Paperback
Publisher: Independently Published
Published: Oct 3 2025
Pages: 278
Weight: 0.83
Height: 0.63 Width: 6.00 Depth: 9.00
Language: English
The concept of integrated communication is one of the central points of Uhry's work: just like an orchestra, in which various instruments need to play in harmony, communication must also be integrated, ranging from marketing to public relations, including digital and advertising communication. Integration is essential for the efficient and effective management of organizational communication, allowing the message to be consistent at all points of contact with the public.
The relational map proposed by the author is one of the most innovative aspects of the work, seeking to integrate different forms of communication, considering social, market, cultural, and technological variables through a visual model that offers a practical tool for managers to analyze and plan their communication strategies in a more integrated and systematic way. And, when addressing digital communication, Uhry offers a critical analysis of the impact of new technologies on communication practices, discussing everything from the role of social networks to the use of artificial intelligence in communication, proposing a reflection on the opportunities and challenges of digital technologies for the future of organizations, as well as exploring issues such as misinformation and pointing out the need for ethical and transparent communication management.
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