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Many recent studies have voiced the growing concern that the body of knowledge that springs from organization science is hardly taken notice of in management practice. This has given rise to urgent calls for making organization research more relevant to practitioners and an intensive debate on how to realize this aim has set in (e.g., Hodgkinson, Herriot, & Anderson, 2001; Rynes, Bartunek, & Daft, 2001; MacLean & MacIntosh, 2002; Baldridge, Floyd, & Markoczy, 2004; Van de Ven & Johnson, 2006). In most of the existing literature one can identify three main reasons for the observable lack of connection between organization research and practice: research is not sufficiently focused on the “real” problems of practitioners (e.g., Rynes, McNatt, & Breetz, 1999), research results are not properly disseminated to practitioners (e.g., Spencer, 2001), and the language of science is not properly translated into the language practitioners' use (e.g., Starkey & Madan, 2001; Van de Ven & Johnson, 2006). The underlying assumption is that if scientists redressed these shortcomings, their findings would be utilized by practitioners and thus the gap between theory and practice would be bridged.

This chapter attempts to broaden corporate communications and public relations research by introducing a theoretical foundation for the inbound (in contrast to the outbound) perspective of communication. The idea of organisational listening has recently been introduced by a small number of researchers. However, current concepts are mostly based on the relational paradigm of public relations. Listening is positively connoted in those concepts because it might help to foster mutual understanding, advance favourable relationships with stakeholders and support normative ideals of deliberation in democratic societies. This is not convincing from the point of view of communication managers who align their strategies and budgets to overarching organisational goals. The chapter aims to develop a new approach beyond the relational approach by linking corporate listening to corporate value. In a first step, current definitions and concepts of organisational listening are discussed in order to underline the need for a new approach. Secondly, the need for an inbound perspective of communication is explained by referring to Giddens’ structuration theory and its consequences for managing communications. Thirdly, corporate listening is conceptualised as a strategic mode of communication by referring to the overarching concept of strategic communication. Last but not least, the chapter elaborates on the value of listening for corporations and concludes with a broadened understanding of strategic communication.

The majority of scholarly contributions in tourism social media have focused on assisting practitioners to optimize online platforms or to describe the digital behavior of prospective individual tourists. These studies are dominated by mechanistic ontological frameworks, which take little notice of the inherently social nature of tourism consumption. Acknowledging the sociality of Web 2.0 communications, this chapter explores the potentials of an alternative analytical framework informed by symbolic convergence theory. The linkages between tourism social media, virtual communities, and symbolic convergence processes are illustrated by examples of postings taking place on the Facebook fan site of Roskilde festival. These examples highlight the significance of symbolic communities in shaping the visitor experience against the backdrop of contemporary consumer culture.

Despite a ravaging pandemic worldwide, Vietnam managed to contain the local outbreak, partly owing to its carefully implemented risk communications campaign. This chapter investigated the effectiveness of official Vietnam government communications, the sentiment of foreign media reporting on Vietnam, and any challenges. Content analysis was applied to samples from government communications (43 samples); international articles (46); and social media conversations (33). Official government communications were quite accurate, timely, and effective in displaying transparency, employing war symbolism, and shared responsibility, but should more clearly separate between state and expert, offer differing views, and highlight the benefits of compliance. International articles praised the government's viral PSA TikTok video, its transparency, and the netizens' nationalist narratives. While some evidence was found for infodemic, blaming, and heroization, the sample was too small to be conclusive. Future studies should expand the timeframe to a longer duration, quantitatively appraise a wider sampling of social media conversations, and possibly conduct primary interviews with experts, policy makers, and the public.