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A Conceptual Communication Model for Nation Branding in the Greek Framework.

Implications for
Strategic Advertising Policy

VARIABEL TERIKAT STRATEGIC COMUNICATION


VARIABEL BEBAS PLACE BRANDING
TEORI HUBUNG “A conceptual communication model is
presented for place branding based on agreed
constituent elements of the place among those
people involved in strategic policies and taking
into consideration tourists’ place associations and
emotional attachment in order to successfully
relate the image with the place identity”.
“strategic communication policies directed to
specific people in order to create a place image,
to strengthen sentimental bonds among those
who share common characteristics, may create a
sense of place”
“The role of key people in charge of the initiation
of the communication policies may mobilize the
presentation of specific brand elements and
specific characteristics of a nation or a country or
a region (Kuscer, 2013; Kavoura, 2001)”
RESULT

The power of strategic communication in organizational development (JesperFalkheimer Department of


Strategic Communication, Lund University, Helsingborg, Sweden)

VARIABEL A critical organizational management process.


TERIKAT
VARIABEL BEBAS Strategic communication
“This is partly due to the fact
thatitisdifficulttomeasurecausalcommunicationeffectsonorganizationallegitimacy,
and partly due to the fact that research in strategic communication in some
aspects is undevelopedbecausethefieldisnew. First, strategic communication is
used by organizations because communication is considered to contribute to the
organization’s effectiveness and trust and legitimacy is supposed to be important
for efficiency. This goal has a strong support also among communication
practitioners (Hamrefors, 2010, p. 150).”
strategic communication is related to the importance of maintenance,
changeorstrengtheningorganization’simagesamongstakeholders.Theconceptof
image is a contested terrain, with an unclear ontological status (Alvesson, 1990;
Christensen and Askegaard, 1999).”
TEORI HUBUNG

Teori “Strategic or corporate communication “is a mindset, a certain way of thinking


pendukung about and approaching communication as a strategic management function”.
. One
startseitherfromanorganizationalperspective,meaningthatstrategiccommunication
processes are related to their significance for organizational effectiveness, culture,
managementandgovernance,orfromasocietalperspective,whichmeansthatstrategic
communicationisanalyzedbasedonitsconsequencesforsocialchange,publicopinion
or behavior, democracy and culture. Historically, strategic communication has
been associated with organizational functions (e.g. communication or corporate
communications departments) and communication actors (e.g. public relations or
communications officers).