A/B/C testing

, 16

A/B testing

, 141

ABCDE (analysis, benchmark, creativity, development, execution) model

, 145–146

measurement of engagement

, 145–146

Actual crisis and communications crisis, distinction between

, 160–161

Advertising value equivalent (AVE)

, 116

Advocacy

, 8–9, 11, 13–14, 94–108

aims of

, 27–31

in business

, 27, 32–33

campaigns

, 14–16, 18–19

challenges of

, 33–34

components of

, 28

consumer

, 54–55

content marketing in. See Content marketing

corporate social responsibility as

, 81–83

defensive

, 161–162

definition of

, 9–10, 22–24, 54–55

department

, 26

diagnosis tool

, 11–12, 61

discourse analysis research, impacts of

, 131–132

duality of

, 10, 22

vs. lobbying

, 23

measurement

, 34–36

for new technology

, 171–172

in non-for-profit context

, 26–27

outcomes

, 14–15

professionals

, 33, 182

shifts

, 31

skills

, 26–27

social media

, 135–137

state of art

, 54–55

strategic management. See Strategic advocacy management

strategies

, 28–29

tactics

, 28–29

tools

, 29–31

types of

, 24–27

Advocacy campaign strategic planning, conceptual model for

, 124–125

communication tactics

, 122

context analysis

, 120

creative and user-first content development

, 123

engagement calendar and campaign plan

, 123–125

impact and ambition level, setting

, 119

landscape mapping

, 118–119

measurement and reporting protocol

, 123

opinion tracking

, 120–121

platform identification

, 121–122

strategic narrative development

, 122–123

target audience identification

, 120–121

unique point of engagement

, 118–119

Advocacy conceptual planning, influencing factors in

, 117–118

Advocacy funnel

, 23–24

management

, 24

Advocacy management, challenges to

, 168–175

artificial intelligence

, 175

big data, shaping public opinion and influence using

, 174–175

future advocacy management model

, 175

generational shift and demographic challenges

, 172–173

integrated research approach, need for

, 173–174

new technology

, 171–172

virtual reality

, 175

Advocacy strategy development

, 111

advocacy campaign strategic planning, conceptual model for

, 124–125

communication tactics

, 122

context analysis

, 120

creative and user-first content development

, 123

engagement calendar and campaign plan

, 123–125

impact and ambition level, setting

, 119

landscape mapping

, 118–119

measurement and reporting protocol

, 123

opinion tracking

, 120–121

platform identification

, 121–122

strategic narrative development

, 122–123

target audience identification

, 120–121

unique point of engagement

, 118–119

check-list for

, 126

further research

, 126

landscape of advocacy and communications, changing

, 112–118

influencing factors in advocacy conceptual planning

, 117–118

role of multi-step approach

, 115–117

Agenda-setting, theory of

, 50

AI. See Artificial intelligence (AI)

AMEC. See Association for the Measurement and Evaluation in Communication (AMEC)

Artificial intelligence (AI)

, 18, 175, 182, 183

Association for the Measurement and Evaluation in Communication (AMEC)

, 36, 115–116, 123, 177

AMEC U.S. & Agency Leaders Chapter

, 116

Audience building

, 141

Augmented reality

, 18, 182, 183

Barcelona Principles

, 115–117, 177

Big data

, 18, 183

shaping public opinion and influence using

, 174–175

Bilateralism

, 114

Brexit

, 71, 168–169, 173

Business of advocacy

, 27, 32–33

Cadbury Report

, 68, 74

Cambridge Analytica scandal

, 4, 174

Campaign approach

, 8–9

Campaign measurement framework

, 123

Campaign outputs

, 15–16

Campaign plan

, 16, 123–125

Channel agnostic view

, 129

Channel management

, 39–40

Chatbots

, 175

Circular model of content management

, 143

CMS Wire

, 93, 94, 96, 102

Coalition building

, 29

Commission of the European Communities

, 76–77

Communication

, 1, 2

corporate. See Corporate communication

in corporate strategic management

, 6–8

crisis

, 150–155

department within companies, role of

, 7

landscape, changing

, 4–8

leadership

, 12–13

management

, 40–41

changing view on

, 49–51

marketing

, 48

orchestral

, 49–50

professionals

, 6

professionals

, 39–40, 47–48

tactics

, 15–16, 122

Community management

, 92–93

Company/organization/industry statements

, 30

Confirmation bias

, 2–3

definition of

, 2–3

Congresses

, 30

Consumer advocacy

, 25, 54–55

Content

hubs

, 142

marketing

, 16

role of

, 16

Content-based advocacy model

, 143–145

discourse, influencing

, 144–145

Content marketing

, 129

ABCDE for content advocacy strategy

, 145–146

measurement of engagement

, 145–146

applying theory into practice

, 141–143

content hubs

, 142

corporate communications channels, perceiving

, 142

newsroom concept

, 142

organizations as broadcasters

, 142

structural model, in content management

, 143

content-based advocacy model

, 143–145

discourse, influencing

, 144–145

digital advocacy

, 133–141

content types and performance in engagement

, 134–135

grass-root movements and social media

, 141

social media advocacy, building structure for

, 135–137

social media channels

, 138–139, 140

tactics to leverage paid solutions in digital advocacy

, 139–141

discourse analysis research, impacts on advocacy

, 131–132

social media communications

, 133

Context analysis

, 15, 120

Corporate communication

, 39–41, 142

changing view on communications management

, 49–51

convergence of the functions

, 46–55

definition of

, 49

management, shifts in

, 46–55

Corporate reputation

, 1, 17, 39, 48–49, 64, 69, 74, 149, 150–151, 163

benefits of

, 69–70

definition of

, 69

management, future of

, 163–164

Corporate Social Performance (CSP)

, 74

measurement of

, 78–79

Corporate Social Responsibility (CSR)

, 12, 21–22, 27, 44–45, 47–48, 67

as advocacy

, 81–83

definition of

, 75–78

effective corporate engagement, conclusions and conditions for

, 86–87

evolution of

, 73–75, 79–81

further research

, 87–89

management of expectations towards companies

, 72–81

measurement of

, 78–79

SDG integration model

, 84–83

stakeholders, definition of

, 72–73

Sustainable Development Goals

, 82–83

sustainability

, 81–83

trust

, 70–71

Corporate strategic management, communication in

, 6–8

Corporate sustainability

, 44, 67–68

Creative content development

, 16, 123

Crisis communications

, 150–155

distinguished from actual crisis

, 160–161

management and crisis management, distinction between

, 161

protocol

, 152

and reputation management

, 153–154

Crisis learning

, 153

Crisis management

in advocacy campaigning

, 154–155

concepts and tools in

, 151–153

conceptual model of

, 155–161, 157–159

actual crisis and communications crisis, distinction between

, 160–161

crisis recovery and organizational learning

, 161

social media and crisis

, 156–160

distinguished from crisis communications management

, 161

external crisis

, 155

internal crisis

, 155

phases of

, 156

Crisis mitigation

, 151

Crisis preparedness

, 151

Crisis recovery

, 161

Crisis response

, 152–153

Crisis review

, 153

Crisis room

, 153

Crisis team

, 153

Crisis toolkit

, 152

Cross-channel amplification

, 141

CSP. See Corporate Social Performance (CSP)

CSR. See Corporate Social Responsibility (CSR)

Cultural anthropology

, 129–130

Decision-making process

, 8

DEFEND model

, 18, 162

Defensive advocacy

, 161–162

Diagnosis tool for advocacy

, 61

Digital advocacy

, 25–26, 94, 133–141

content types and performance in engagement

, 134–135

grass-root movements and social media

, 141

social media advocacy, building structure for

, 135–137

social media channels

, 138–139, 140

tactics to leverage paid solutions in

, 139–141

team composition

, 136–138

Digital influence

analysis funnel

, 98

four-dimensional model for

, 100, 101

three-dimensional model for

, 98

Digital influencer assessment process

, 103

Digital influencer engagement model

, 103–104, 105–108

Digitalization

, 50–51

Digital natives

, 2–3

Direct stakeholder approach

, 28

Discourse analysis research, impacts on advocacy

, 131–132

Duality of advocacy

, 10, 22

“Dumb ways to die” campaign

, 5

Edelman Trust Barometer

, 2–3, 70–71, 173

Employee advocacy

, 25

Encoding-decoding

, 47

Engagement calendar

, 16, 123–125

EU. See European Union (EU)

European Commission

, 52, 77

European Monitor surveys

, 74

European Parliament

, 52

European Union (EU)

, 166, 168–169, 170–171

Exhibitions

, 30

Expectations from consumers, changing

, 2

External advocacy

, 25

External relations management

, 1

Facebook

, 113, 139, 140

Fake news

, 112

5G technology

, 166–167, 169–170, 172

Flickr

, 139

Fourth Industrial Revolution

, 181

FTSE for Good

, 72

G7

, 168–169

G20

, 168–169

Gamification

, 183

GDPR principles

, 102, 166, 170–171, 174

Article 89 (1)

, 170, 171

General Data Protection Directive

, 174

General Electric

, 142

Generational shift

, 172–173

Global Alliance

, 116

Global Compact

, 72, 86

Global warming

, 42

Grassroot engagement

, 29

Grass-root movements, and social media

, 141

Health check

, 14, 104–108

Holistic advocacy approaches

, 31

ICCO

, 116

Influencer advocacy

, 25

Influencer engagement

, 93, 99–100

Influencer mapping process

, 121

Infographics

, 30, 134

Information overload

, 41

Instagram

, 139, 140

Instagram Stories

, 113, 134–135

Institute for Public Relations

, 116

Invisible Children

, 50–51

ISO 14000

, 168

ISO 14001

, 72

ISO 14001:2015

, 168

ISO 14006:2011

, 168

Issues management

, 152

Issues monitoring

, 152

Journal of Public Affairs

, 51

Landscape mapping

, 14–16, 118–119

Landscape of advocacy and communications, changing

, 112–118

Leadership communication

, 12

conditions for

, 12–13

LinkedIn

, 139, 140

Live streaming

, 135

Lobbying

, 8, 9, 21, 28, 52, 53

vs. advocacy

, 23

definition of

, 53

Marketing communication

, 48

Marketing professionals

, 6

Materiality index

, 152

MDGs. See Millennium Development Goals (MDGs)

Media coverage, and corporate communication

, 50–51

Media relations, and corporate communication

, 50–51

MeToo movement

, 141

Micro-influencer

, 100–103

Micro-influencer strategies

, 13

Millennium Development Goals (MDGs)

, 43–44, 45

Multilateralism

, 114

Multi-stakeholder cooperation, need for

, 41–46

Narrative

, 131

Nestlé

Creating Shared Value (CSV)

, 79–80

Network theory

, 8, 97

News releases

, 30

Newsroom concept

, 142

Non-for-profit advocacy

, 26–27

Omni-channel advocacy

, 31

Omni-channel engagement

, 29

One-pagers

, 30

Opinion tracking

, 15, 120–121

Orchestral communications

, 49–50

Organizational advocacy

conceptual model for

, 176–177

integration considerations

, 176–177

profiles

, 58–60

delegative

, 56–57

following

, 57

leading

, 57–60

shaping

, 57

sleeping

, 56

Organizational digital strategies, evolution of

, 95

Organizational learning

, 161

Organizational learning theory

, 7, 19

Oxfam

, 154–155

Perishable content

, 113, 134–135

PESTEL analysis

, 15–16, 120, 122

Pew Research Center

, 102–103

Philip Morris International

, 73–74

Platform identification

, 15, 121–122

Political stakeholders

, 114

Position papers

, 30

PPPs. See Public Private Partnerships (PPPs)

PR. See Public relations (PR)

Press conferences

, 30–31

Privacy Act

, 174

Profit center, advocacy as

, 31

Public advocacy

, 25

Public affairs

, 51–53, 76

definition of

, 51

Public campaigning

, 29

Public–Private Partnerships (PPPs)

, 4, 21

characteristics of

, 43

Public relations (PR)

, 39–40, 48, 75–76

Public Relations Council

, 51

Public Relations Society of America

, 116

Questionnaire, for strategic advocacy management

, 61–63

RACI model

, 16, 123–124

Real influencers, influencing

, 94–108

digital influencer engagement model

, 103–104, 105–108

influencer engagement

, 99–100, 101

measurement of influence

, 97–99

raise of micro-influence

, 100–103

social media, quantitative vs. qualitative influence of

, 96–97, 98

Reporting protocol

, 16, 123

Reputation Institute

, 1

Reputation management

, 152

crisis communications and

, 153–154

Return on engagement (ROE)

, 17

Return on investment (ROI)

, 14, 17, 115–116

ROE. See Return on engagement (ROE)

ROI. See Return on investment (ROI)

Round tables

, 30

SDG. See Sustainable Development Goals (SDG)

SEAP

, 53

Segmentation of influence

, 2

Self-regulation

, 8

Side-events

, 30

SMART framework

, 115, 119

Snapchat

, 134–135, 139, 140

Social capital

, 8, 93, 100

Social media

advocacy, building structure for

, 135–137

channels

, 138–139, 140, 165

communications

, 133

and crisis management

, 156–160

grass-root movements and

, 141

influencer

, 93

landscape

, 112–113

quantitative vs. qualitative influence of

, 96–97

Sociology

, 129–130

Soft laws

, 8, 168

Stakeholders

changing expectations from

, 2

definition of

, 72–73

engagement

, 153

mapping process

, 121

political

, 114

Stories

, 134–135

Storytelling

, 16, 129, 130, 132

Strategic advocacy management

, 39

conceptual model of

, 55–63

diagnosis tool for advocacy

, 61

organizational advocacy profiles

, 56–60

questionnaire

, 61–63

future research

, 63–65

multi-stakeholder cooperation, need for

, 41–46

shifts in corporate communications management and convergence of the functions

, 46–55

advocacy

, 54–55

changing view on communications management

, 49–51

public affairs

, 51–53

socio-economic context

, 41–46

Sustainable Development Goals, as platform for engagement

, 43–46

Strategic narrative components

, 132

Strategic narrative development

, 16, 122–123, 144

Strategic planning, in advocacy

, 115–117

Structural model, in content management

, 143

Summits

, 30

Sustainability, corporate social responsibility as

, 81–83

Sustainable Development Goals (SDG)

, 2, 12, 21, 44–46, 72, 79, 80, 82–83, 86, 87, 88, 98–99

integration model

, 84–83

operationalization of

, 112

as platform for engagement

, 43–46

SWOT analysis

, 15–16, 118, 122

Symbiotic sustainability model

, 74–75, 77

Target audience identification

, 15, 120–121

Thought leadership

, 12, 29

Transparency Register of European Union

, 51, 52–53

Triple bottom line

, 67

Trust

, 70–71, 112

level of

, 2

Twitter

, 113, 139, 140

UN. See United Nations (UN)

UNGC. See United Nations Global Compact (UNGC)

UN General Assembly

, 169

UNICEF Advocacy Toolkit

, 9–10

Unilever

Sustainable Brands

, 79, 80–81

Unique point of engagement (UPE)

, 14, 118–119

United Nations (UN)

, 45

Sustainable Development Goals

, 2, 12, 21, 45–46, 72, 79, 80, 84–83, 86, 98–99, 112

Millennium Development Goals

, 43–44, 45

United Nations General Assembly

, 45, 122

United Nations Global Compact (UNGC)

, 44–45

Ten Principles of

, 44

UPE. See Unique point of engagement (UPE)

User-first content development

, 16, 123

Videos

, 30, 134

Virtual reality (VR)

, 18, 175, 182, 183

Visuals

, 134

VR. See Virtual reality (VR)

VUCA (volatility, uncertainty, complexity and ambiguity)

, 3, 19, 72–73

White papers

, 29–30

WOMM. See Word of Mouth Marketing (WOMM)

Word of Mouth Marketing (WOMM)

, 22

World Bank

, 43

World Economic Forum (WEF)

, 42–43, 181

World Economic Forum Annual Meeting

, 122

World Trade Organization (WTO)

, 168–169

WTO. See World Trade Organization (WTO)

WWF

, 154–155

YouTube

, 139, 140