“Improving public participation through strategic communication” | ECREA 2020 Pre-conference call

“Improving public participation through strategic communication” is the theme of one of the pre-conferences of ECREA 2020. Scheduled for October 2, 2020, this event will start at 9:00 am.

We are facing an era of a permanent search for new answers to contemporary environmental, political and social challenges. The public, as producers, receivers or users have wide access to information and tend to be more exposed to communication, being an essential element in this equation.

Publics are at the origin of the paradigm changes, thus they have the power to influence behaviors, individually or being part of organizations and they ask for different ways of behavior from the organizations. From the other side, themselves, acting as citizens, are at the same time change agents with a strong ability to influence decision making.
Considering the role of strategic communications not only for the organizations but also to the society, publics’ dimension must be considered as an essential element. When understanding strategic communication as a strategic function with clear goals to achieve, stakeholder mapping i.e., the work to and with public it’s not a nice, but a must-have in the whole process. Through strategic communication operationalized via public relations and advertising actions, it’s possible to improve the publics’ knowledge, attitudes, and behaviors.

In this context, can strategic communication be understood as a way to boost public participation, assuming them as key players in a changing environment?

Keynote Speaker: Magda Pieczka, Queen Margaret University, Edinburgh

We particularly welcome submissions on:

  • Key concepts, perspectives and frameworks in research on strategic communication;
  • Innovative methodological approaches to studying strategic communication;
  • Theoretical or empirical studies in publics/citizens through strategic communication;
  • Digital challenges in strategic communication;
  • Measuring the impact of strategic communication;
  • Redefining the borders of strategic communication;
  • Collaborative projects in strategic communication;
  • The future of strategic communication.

Scientific Commission:

  • Ana Raposo, Lisbon Polytechnic Institute
  • Isidoro Arroyo, King Juan Carlos University
  • Ivone Ferreira, Universidade Nova de Lisboa
  • Joep Cornelissen, Erasmus University Rotterdam
  • José Gabriel Andrade, Minho University
  • Lars Thøger Christensen, Copenhagen Business School
  • Pedro Hellín, University of Murcia
  • Sara Balonas, University of Minho
  • Teresa Ruão, University of Minho

Deadline for submissions: May 15, 2020.

Submission and selection process: Presentations at the conference are based on abstracts of 500 words, to be submitted by May 15, 2020, tostrategic.ecrea@ics.uminho.pt

The abstracts should include main idea/argument, research questions, and key concepts, theoretical and/or methodological discussion and analysis (if relevant).

PLEASE NOTE: All submitted abstracts must be anonymous with no reference to author(s). Submit the abstract as an e-mail attachment and include name, affiliation and contact details in the e-mail message.

The abstracts will be subject to anonymous peer review. Decisions on acceptance will be made by May 30, 2020.

Authors of accepted abstracts are expected to attend the pre-conference and present in person.

Application Fees:

  • 35€ for Non-Ecrea members
  • 30€ for ECREA members
  • 30€ for Sopcom members
  • 15€ for students.


  • José Gabriel Andrade, University of Minho – jgandrade@ics.uminho.pt
  • Ivone Ferreira, Universidade Nova de Lisboa – ivoneferreira@fcsh.unl.pt
  • Ana Raposo, Lisbon Polytechnic Institute – araposo@escs.ipl.pt
  • Sara Balonas, University of Minho – sarabalonas@ics.uminho.pt

The pre-conference is organized by the Organizational and Institutional Communication Sopcom Working Group and the Advertising Sopcom Working Group.

It is sponsored by the Communication and Society Research Centre (CECS) of the University of Minho and NOVA Institute of Communication (ICNOVA) of the Universidade Nova de Lisboa and Portuguese Association of Communication Sciences (Sopcom).