• Workshop ThemeThe Dialogue Imperative. Trends and challenges in strategic and organizational communication.
  • Conference venueThe workshop will be host by the Faculty of Communication and Arts of the University of Beira Interior and by the research center LabCom, located in Pólo 1. Anfiteatro 1, UBI, Covilhã, Portugal.
  • Target participants Scholars and postgraduate students of Organizational and Strategic Communication. Research students are encouraged and supported to take advantage of the formal and informal mentoring opportunities afforded by participation in the Workshop and other activities of the Section. The Workshop provides members with valuable professional development opportunities, including networking and presentation, and learning about the latest trends in Organizational and Strategic Communication research.


  • Thursday, May 5

    9:00 Registration and Coffee

    9:20 Opening Session

    • Joaquim Paulo Serra (Head of UBI Faculty of Arts and Humanities)
    • António Fidalgo (LabCom Director)
    • Adela Rogojinaru (ECREA Organizational and Strategic Communication Section Chair)

    9:40 Opening Conference

    • The place of dialogue in communication management. Magda Pieczka (Queen Margareth University, Edinburgh)

    10:30 Panel 1
    Theoretical Approaches on Dialogue
    Chair: Joaquim Paulo Serra

    • Public Relations or the communication as understanding. Mafalda Eiró Gomes (Polytechnic Institute of Lisbon)
    • Public Relations and Dialogical Ethics. Rui Sampaio (University of Açores)
    • From dialogues to conversations: understanding the polemic of symmetry in communication and public relations. Adela Rogojinaru (University of Bucarest)

    12:00 Panel Discussion

    12:30 Lunch

    14:00 Panel 2
    Dialogue on Sustainability and Reputation
    Chair: Anabela Gradim Alves

    • Understanding stakeholder expectations. Laura Olkkonen (University of Jayvaskyla)
    • Organizational Communication and Sustainability, studying European public campaigns. Raquel Evangelista, Teresa Ruão (University of Minho)
    • Stakeholder dialogue in the context of corporate sustainability reporting. A comparative analysis of selected European banking companies. Katharina Hetze (Leuphana University of Lüneburg)
    • Strategic Integrated Communication in non-profit organizations for citizen participation, activism and campaigns for changes. Evandro Oliveira, Helena Pires (University of Minho)

    15:30 Panel Discussion

    16:00 Coffee-Break

    16:20 Panel 3
    Integrated Communication Strategies
    Chair: João Carlos Correia

    • Strategic and organizational communication in Mexican smes. Types of companies according to their integrated communication practices. Victoria Duran, Juan Luis Tato, María García García (University of Extremadura)
    • The science discussion groups as organizational communication strategy. Paula Nogueira (University of Minho)
    • The bidirectional communication and interaction between Journalist and Press Officer. Case-Study Logica. Naíde Caldeira, Nuno Brandão (INP -Institute of New Professions)
    • An identity-based approach to communication. Arminda Sá Sequeira (University of Minho, ISCAP - Porto)

    17:50 Panel Discussion

    18:15 ECREA Organizational and Strategic Communication Section Meeting

    20:00 Conference Dinner

  • Friday, May 6

    9:10 Panel 4
    Interactive Communication Campaigns
    Chair: Eduardo Camilo

    • The bad, the bold and the beautifull, conflicting attitudes towards advertising. Ana Duarte Melo, Helena Sousa (University of Minho)
    • Liquid Logos: An Analysis of Google Doodles. Louise Elali, Danielle Keiser & Ozen Odag (Jacobs University, Bremmen)
    • Branding events. Herlander Elias (University of Beira Interior)

    10:30 Panel Discussion

    10:50 Coffee Break

    11:15 Conference

    • Thoughts on imperative dialogue through the state of the art of PR in Spain. Jordi Xifra (Universidad Pompeu Fabra, Barcelona)

    12:15 Lunch

    14:00 Panel 5
    Dialogue in Crisis Communication
    Chair: António Fidalgo

    • Media Relations and Health News Coverage: the dialogue on Influenza A in Portugal. Teresa Ruão (University of Minho)
    • Who's afraid of social media? A normative approach to corporate discourse on the web. Gisela Gonçalves (University of Beira Interior)
    • NATO Strategic Communication - The reflection of Crisis in National Newspapers. Patricia Marcelino, Nuno Brandão (INP - Institute of New Professions, Lisbon)
    • Managing Corporate Communication During Volcanic Ash Crisis: The Case of Emirates Airlines. Khayrat Ayyad (University of Sharjah)
    • Contribution of the new information technologies to the eficacy of communication in crises situations. Their incidence in small and medium-sized companies in the north of Portugal, Euro. Region Galicia. Jorge Remondes (Lusiada University)

    16:00 Panel Discussion

    16:30 Closing of the Workshop


Call For Papers

The Dialogue Imperative. Trends and challenges in strategic and organizational communication.

  • In the contemporary marketplace, perceptions about corporations and their products are framed by multiple sources of information. Shifts in media access and consumption, the multiplication of marketing and corporate messages along with the demand for more corporate responsibility have pushed strategic communication into a new paradigm. Today, different groups of interest, including employees, consumers, investors, non-governmental organizations or media, are continuously shaping brand perception and corporate reputation. Publics are no longer passive receivers of corporate messages. They want to participate in their favourite brands and companies and expect more attention, feedback and information. In reality, nowadays, publics can easily instigate the communication process. Recent corporate scandals, for example, have shown how social media contribute powerfully to degrade corporate credibility and to force corporate discourse.
    To be effective, communication strategies should engage stakeholders and firms in dialogue in order to built healthy relationships. Corporations cannot afford to rely on the traditional model of one-way messaging using only paid media and advertising.
  • Different levels of communication strategies must be planned to develop dialogue within the organization and with different groups of stakeholders and publics. Each stakeholder group requires focused and continuous attention and it is an organizational imperative to nurture this relationship.
    This workshop aims to analyse how contemporary developments in strategic and organizational communication theory contributes to understand the new relational paradigm: corporations struggle to continuously cultivate and develop positive relationships within the organization and with different publics. It intends to be an occasion to discuss new tendencies in strategic and organizational communication by looking to campaigns, instruments and messages that promote dialogue with different publics, both in marketing communication and public relations level. Special attention will be paid to a cross-disciplinary approach to the theme and to a comparative methodology regarding different fields of expertise (internal communication, crises communication, public affairs, press relations, marketing communication, etc.) and new tools of corporate dialogue, in particular, concerning digital and social media.

The Organizational and Strategic Communication Section invites papers within the general theme of “The Dialogue Imperative. Trends and challenges in strategic and organizational communication” and by following one of the 3 sub-themes:

  1. The future of integrated communication campaigns
  2. Crisis communication on the web
  3. Interactive communication strategies

Papers submission

Please submit a 2-5 page summary of your paper in English as soon as possible but no later than March 01, 2011 (Extended Deadline) to: gisela.ubi@gmail.com. All submissions will be blind peer reviewed, so papers should be laid out in correct academic style and authors should not be identified in text. Notification of acceptance will be sent by 15 March 2011.

pdfDownload paper submission rules in pdf format. Your summary must include an Abstract, 5 key words, Introduction, Discussion and/or Conclusions, and list of References, as well as a brief description of your hypotheses (if applicable), research objectives, methods, and findings.

When submitting your abstract, include on a separate page the following contact details: Title, Author(s) names, Affiliations, and Contact Details, including: e-mail address, telephone, and postal address.

Papers format requirements: single-spaced; 12 point font; times new roman, tables, figures and references excluded.


All accepted papers will be published in an e-book, with ISSN, by UBI/LabCom editions (www.livroslabcom.ubi.pt)

Extended texts of the presentation for publication should be sent in English by the end of June 2011.

Workshop Scientific Committee:
  • Adela Rogojinaru (University of Bucharest, Romania)
  • Arlette Bouzon (Université Toulouse III, France)
  • Gisela Gonçalves (Universidade da Beira Interior, Portugal)
  • Teresa Ruão (Universidade do Minho, Portugal)

Keynote Speakers

  • Jordi Xifra

    Licenciado en Derecho y doctor en Publicidad y Relaciones Públicas por la Universidad Autónoma de Barcelona, es profesor titular de relaciones públicas en la Universidad Pompeu Fabra de Barcelona.

    Ha impulsado la traducción al castellano de los principales textos y manuales extranjeros sobre las relaciones públicas. Fundador y presidente (hasta 2009) de la Asociación de Investigadores en Relaciones Públicas, ha publicado, entre otros libros, El lobbying (1998), Teories i models de les relacions públiques (2000), Teoría y estructura de las relaciones públicas (2003), Planificación Estratégica de las Relaciones Públicas (2005), Técnicas de las Relaciones Públicas (2007), Casos de Relaciones Públicas y Comunicación Corporativa (2009), Relaciones Públicas, empresa y sociedad (2010) o Manual de relaciones públicas e institucionales (2011).

    Es autor de más de una treintena de artículos académicos nacionales e internacionales sobre relaciones públicas publicados en revistas como Public Relations Review, American Behavioral Scientist, El profesional de la Información, Journal of Political Marketing, o Comunicar.

  • MagdaMagda Pieczka

    Dr. Magda Pieczka is Reader in Public Relations and leader of research in the PR team at Queen Margaret University. She leads the Dialogue Research Project, and co-ordinates the Centre for Dialogue. Her research interests are broadly concerned with the professionalisation of communication in various industries, occupations and contexts. She is a frequent contributor to international scholarly journals and conferences in the field; is Co-editor of the Journal of Communication Management, is European Editor of a new journal from Sage, Public Relations Inquiry, is the only UK representative on the Editorial Board of the Journal of Public Relations Research; and also serves on the editorial board of PRism, an international online journal based at Massey University, New Zealand. She supervises PhD students, contributes to the MSc in Public Relations and Chartered Institute of Public Relations postgraduate Diploma course as well as teaching first year undergraduates the history of PR.

More Information

The ECREA section of Organizational and Strategic Communication has been created with the aim of promoting an active and critical dialogue among scholars involved in the study of corporate communication and cultures. Scholars from Europe and elsewhere are called to debate on the fundamentals of corporate communication and to propose new research topics and input concepts relevant to the interdisciplinary growth of these disciplines within the field of organizational and strategic communications.

The first event of the Section was organized in Bucharest, Romania, in June 1-2, on the challenging theme of "Fundamentals of corporate communication: current trends and perspectives".

The Section also contribute to organize the 2nd European Conference ECREA, in Barcelona with the Call "Communication Strategy and Technology: A new challenge", in November 2008.

The 2009 annual workshop of the section was developed in Toulouse (France), in June 9, under the theme: Strategic and Organizational communication in firms: Crisis as opportunity?

In 2010, the section was also present in the 3rd European communication Conference, that took place in Hamburg in October.

OSCS Management team:

  • Adela Rogojinaru (University of Bucharest, Romania), chair.
  • Arlette Bouzon (Université Toulouse III, France), vice-chair.
  • Ana Duarte Melo (Universidade do Minho, Portugal), vice-chair.




ECREA [European Communication Research and Education Association] · LabCom [Online Communication Lab] · UBI [Beira Interior University]

© 2011 OSCS [Organizational and Strategic Communication Section]