Ana Tkalac Verčič is a Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is currently the president of the Croatian Public Relations Association.Ralph Tench is Director of Research for Leeds Business School and Past President (2017-2020) European Public Relations Research and Education Association.Sabine Einwiller is a Professor of Public Relations Research at the Department of Communication, University of Vienna, Austria, where she heads the Corporate Communication Research Group.

• Section 1: STRATEGIC COMMUNICATION AND ORGANIZATIONAL GOALSIntroduction; Ralph Tench Chapter 1. Love Wins: A Love Lens Approach to Cultivation Of Organization Stakeholder Relationships; Mark Badham Chapter 2. Values-Based Communications: A New Impulse to Communication Effectiveness; Erik J. Kostelijk  Chapter 3. Outside-In- versus Inside-Out-Content. Introducing a New Approach on the Origins of Contents in Strategic Communication; Olaf Hoffjann Chapter 4. Quantifying Organizational Trust on Twitter: A Communication Perspective; Alla Kushniryk, Stanislav Orlov and Natalie Doyle Oldfield Section 2: INTERNAL EMPLOYEE COMMUNICATIONChapter 5. Internal Communication and Employee Engagement as the Key Prerequisites of Happiness; Lalić Danijela, Milić Bojana, and Stanković Jelena Chapter 6. Communicative Leadership on Internal Social Media – A way to Employee Engagement; Vibeke Thøis Madsen Chapter 7. Employees as Corporate Ambassadors: Towards a Framework for Analyzing the Role of Co-Workers Speaking for their Organization; Jana Brockhaus, Laura Dicke, Patricia Hauck, and Sophia Charlotte Volk Section 3: JOYFULLY PRACTICING COMMUNICATIONChapter 8. The Pursuit of Happiness in PR: Joy, Satisfaction & Motivation during working as Communication Manager on Purposeful Cases; Lars Rademacher and Kathrin Stürmer Chapter 9. The Dancing CEO: Perspectives on the Leader: Performer, Chief Happiness Officer or Seducer; Finn Frandsen and Winni Johansen Chapter 10. Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management; Magrita N Wiggill and Gerrit van der Waldt Chapter 11. Using Education as a Strategic Communication Tool - A Case Study Of Raising Financial Literacy And Voluntary Pension Fund Promotion; Lučić Andrea, Barbić Dajana, and Bojčeta Markoja Dijana Chapter 12. Health Professional's Communication Competences Decide Patient's Health: Proposal of a Communication Model; Cristina Vaz de Almeida and Célia Belim

Ana Tkalac Verčič is a Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is currently the president of the Croatian Public Relations Association.Ralph Tench is Director of Research for Leeds Business School and Past President (2017-2020) European Public Relations Research and Education Association.Sabine Einwiller is a Professor of Public Relations Research at the Department of Communication, University of Vienna, Austria, where she heads the Corporate Communication Research Group.

• Section 1: STRATEGIC COMMUNICATION AND ORGANIZATIONAL GOALSIntroduction; Ralph Tench Chapter 1. Love Wins: A Love Lens Approach to Cultivation Of Organization Stakeholder Relationships; Mark Badham Chapter 2. Values-Based Communications: A New Impulse to Communication Effectiveness; Erik J. Kostelijk  Chapter 3. Outside-In- versus Inside-Out-Content. Introducing a New Approach on the Origins of Contents in Strategic Communication; Olaf Hoffjann Chapter 4. Quantifying Organizational Trust on Twitter: A Communication Perspective; Alla Kushniryk, Stanislav Orlov and Natalie Doyle Oldfield Section 2: INTERNAL EMPLOYEE COMMUNICATIONChapter 5. Internal Communication and Employee Engagement as the Key Prerequisites of Happiness; Lalić Danijela, Milić Bojana, and Stanković Jelena Chapter 6. Communicative Leadership on Internal Social Media – A way to Employee Engagement; Vibeke Thøis Madsen Chapter 7. Employees as Corporate Ambassadors: Towards a Framework for Analyzing the Role of Co-Workers Speaking for their Organization; Jana Brockhaus, Laura Dicke, Patricia Hauck, and Sophia Charlotte Volk Section 3: JOYFULLY PRACTICING COMMUNICATIONChapter 8. The Pursuit of Happiness in PR: Joy, Satisfaction & Motivation during working as Communication Manager on Purposeful Cases; Lars Rademacher and Kathrin Stürmer Chapter 9. The Dancing CEO: Perspectives on the Leader: Performer, Chief Happiness Officer or Seducer; Finn Frandsen and Winni Johansen Chapter 10. Incorporating Cultural Diversity, Nation Building and Social Cohesion When Teaching Communication and Relationship Management; Magrita N Wiggill and Gerrit van der Waldt Chapter 11. Using Education as a Strategic Communication Tool - A Case Study Of Raising Financial Literacy And Voluntary Pension Fund Promotion; Lučić Andrea, Barbić Dajana, and Bojčeta Markoja Dijana Chapter 12. Health Professional's Communication Competences Decide Patient's Health: Proposal of a Communication Model; Cristina Vaz de Almeida and Célia Belim