Mainstream public relations overvalues noise, sound and voice in public communication. But how can we explain that while practitioners use silence on a daily basis, academics have widely remained quiet on the subject? Why is silence habitually famed as inherently bad and unethical? Using a format of multiple short chapters and practice examples, this is the first book that discusses the concept of strategic silence, and its consequences for PR theory and practice. Applying silence to communication cases and issues in global societies, it will be of interest to scholars and researchers in…mehr
Mainstream public relations overvalues noise, sound and voice in public communication. But how can we explain that while practitioners use silence on a daily basis, academics have widely remained quiet on the subject? Why is silence habitually famed as inherently bad and unethical? Using a format of multiple short chapters and practice examples, this is the first book that discusses the concept of strategic silence, and its consequences for PR theory and practice. Applying silence to communication cases and issues in global societies, it will be of interest to scholars and researchers in public relations, strategic communications and communication studies.
Roumen Dimitrov is Senior Lecturer of Public Relations and Advertising at the School of the Arts and Media, University of New South Wales, Sydney, Australia. Roumen has conducted various international research projects such as for the European Commission, United States Agency for International Development and UNESCO.
Inhaltsangabe
Table of Contents Foreword Acknowledgments I INTRODUCTION II WHY IS PR SILENT ABOUT SILENCE? 1. The Western bias against silence 1. Logocentrism in the European tradition 2. Binomial separation of silence 3. Problematizing and naturalizing 4. Socialized in public relations 5. How do we measure silence? 2. Silence does not sell 1. Seller's market of PR labour, byer's market of PR product 2. Silence does not violate the senses 3. Silence does not click-bite 3. Silent symbiosis 1. Getting attention or directing attention? 2. The dominance of journalism silences over PR silences 3. Core and periphery 4. The message is the story 5. The messenger is the story 6. The media is the story III STRATEGY AND SILENCE: MICHEL FOUCAULT, JEAN BAUDRILLARD, PIERRE BOURDIEU, STUART HALL, NORMAN FAIRCLOUGH AND JÜRGEN HABERMAS 4. Strategy as discursive practice 1. Discursive practice 2. Strategy in silence, silence in strategy 3. Silence and secret 4. Strategy and practice 5. Instrumental and communicative action 1. Action and practice 2. Serious and authentic 3. Practical mastery 4. Instrumentality and finality IV INDIRECT COMMUNICATION 6. Silence and invisibility 1. The sayable and the seeable 2. Presence and absence 3. Image and representation 4. Mediated invisibility and power 7. Communication and silence 1. Silencing communication 2. Communicative silence 3. Structural silence 4. Double articulation 8. The ladder of indirect communication 1. Strategy and silence 2. Communication and non-communication 3. Public and private communication 4. Discursive and non-discursive 5. Direct and indirect discourse 6. Explicit and implicit 9. Indirect discourse 1. Speech acts 2. Silence as indirect discourse 10. Explicit and implicit silence 1. Explicit silence 2. Implicit silence 3. Framing the mix V STRATEGIC SILENCES 11. Strategic silences: A definition 1. Intentional, directed at audiences 2. Communicative 3. Discursive 4. In situation of communication 5. Degrees of indirectness 6. Actionable listening 12. Content provision 1. Stealth marketing 2. PR - from wholesaler to retailer? 3. Consumer advocacy 4. Content creation and relationships building 13. Silence as negation 1. Apophatic silence 2. Silence discourses 3. Small voice and small target 4. The spell of uncompromised reality 5. The apophatic turn 14. Complicit silence 1. Weapons of the weak 2. Embarrassment as strategy 15. Silence as disengagement 1. Non-engagement and disengagement 2. Engagement and resistance 3. Disengagement as explicit silence 4. Presuppositions in implicit silence 5. Frame as omission 16. Strategic ambiguity 1. Iconicity and ambiguity 2. Polyvalence and openness 3. Retail or grand design communication? 4. Ambiguation and disambiguation 17. Silence as attention diversion 1. Taking out the trash 2. Firebraking 3. Stoking the fire 18. Off the record communication 1. On and off the record 2. No comment and off the record 3. Trust and affinity 4. Off the record has rules VI SILENCE BEYOND STRATEGY 19. Silence as system 1. System and strategy 2. Theme and opinion 3. The art of being boring 20. Silence as skillset 1. The credibility to say No 2. Sweat equity 3. Noise curation 4. Attribution and accreditation VII CONCLUSIONS References Personal interviews Index
Table of Contents Foreword Acknowledgments I INTRODUCTION II WHY IS PR SILENT ABOUT SILENCE? 1. The Western bias against silence 1. Logocentrism in the European tradition 2. Binomial separation of silence 3. Problematizing and naturalizing 4. Socialized in public relations 5. How do we measure silence? 2. Silence does not sell 1. Seller's market of PR labour, byer's market of PR product 2. Silence does not violate the senses 3. Silence does not click-bite 3. Silent symbiosis 1. Getting attention or directing attention? 2. The dominance of journalism silences over PR silences 3. Core and periphery 4. The message is the story 5. The messenger is the story 6. The media is the story III STRATEGY AND SILENCE: MICHEL FOUCAULT, JEAN BAUDRILLARD, PIERRE BOURDIEU, STUART HALL, NORMAN FAIRCLOUGH AND JÜRGEN HABERMAS 4. Strategy as discursive practice 1. Discursive practice 2. Strategy in silence, silence in strategy 3. Silence and secret 4. Strategy and practice 5. Instrumental and communicative action 1. Action and practice 2. Serious and authentic 3. Practical mastery 4. Instrumentality and finality IV INDIRECT COMMUNICATION 6. Silence and invisibility 1. The sayable and the seeable 2. Presence and absence 3. Image and representation 4. Mediated invisibility and power 7. Communication and silence 1. Silencing communication 2. Communicative silence 3. Structural silence 4. Double articulation 8. The ladder of indirect communication 1. Strategy and silence 2. Communication and non-communication 3. Public and private communication 4. Discursive and non-discursive 5. Direct and indirect discourse 6. Explicit and implicit 9. Indirect discourse 1. Speech acts 2. Silence as indirect discourse 10. Explicit and implicit silence 1. Explicit silence 2. Implicit silence 3. Framing the mix V STRATEGIC SILENCES 11. Strategic silences: A definition 1. Intentional, directed at audiences 2. Communicative 3. Discursive 4. In situation of communication 5. Degrees of indirectness 6. Actionable listening 12. Content provision 1. Stealth marketing 2. PR - from wholesaler to retailer? 3. Consumer advocacy 4. Content creation and relationships building 13. Silence as negation 1. Apophatic silence 2. Silence discourses 3. Small voice and small target 4. The spell of uncompromised reality 5. The apophatic turn 14. Complicit silence 1. Weapons of the weak 2. Embarrassment as strategy 15. Silence as disengagement 1. Non-engagement and disengagement 2. Engagement and resistance 3. Disengagement as explicit silence 4. Presuppositions in implicit silence 5. Frame as omission 16. Strategic ambiguity 1. Iconicity and ambiguity 2. Polyvalence and openness 3. Retail or grand design communication? 4. Ambiguation and disambiguation 17. Silence as attention diversion 1. Taking out the trash 2. Firebraking 3. Stoking the fire 18. Off the record communication 1. On and off the record 2. No comment and off the record 3. Trust and affinity 4. Off the record has rules VI SILENCE BEYOND STRATEGY 19. Silence as system 1. System and strategy 2. Theme and opinion 3. The art of being boring 20. Silence as skillset 1. The credibility to say No 2. Sweat equity 3. Noise curation 4. Attribution and accreditation VII CONCLUSIONS References Personal interviews Index
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