Communication Practices and Possibilities: From Strategic Management to Communication 3.0

By Ricardo Uhry

"Communication Practices and Possibilities" takes an approach that integrates concepts of social and organizational communication and management, focusing on integrated communication strategies, advertising, marketing, public relations, and digital communication. The work is presented in two parts: the theoretical foundations of established communication practices in society and communication possibilities in a more critical, exploratory approach that looks ahead to future trends.
Uhry proposes an analysis of integrated communication that goes beyond traditional disciplinary boundaries. By exploring the interrelationships between communication, marketing, administration, and sociology, he offers a comprehensive and innovative perspective for understanding the role of communication in organizations and society. The author broadens the scope of communication management, going beyond the mere promotion of products or services to include social, cultural, and ethical issues, highlighting the importance of communication management that considers not only market interests but also the social and environmental impact of communication practices.
The concept of integrated communication is one of the central points of Uhry's work: just like an orchestra, in which various instruments need to play in harmony, communication must also be integrated, ranging from marketing to public relations, including digital and advertising communication. Integration is essential for the efficient and effective management of organizational communication, allowing the message to be consistent at all points of contact with the public.
The relational map proposed by the author is one of the most innovative aspects of the work, seeking to integrate different forms of communication, considering social, market, cultural, and technological variables through a visual model that offers a practical tool for managers to analyze and plan their communication strategies in a more integrated and systematic way. And, when addressing digital communication, Uhry offers a critical analysis of the impact of new technologies on communication practices, discussing everything from the role of social networks to the use of artificial intelligence in communication, proposing a reflection on the opportunities and challenges of digital technologies for the future of organizations, as well as exploring issues such as misinformation and pointing out the need for ethical and transparent communication management.

• Format: Paperback
• Language: English
• ISBN: B0FTVL3NWS
• ISBN13: 9798268194579
• Release Date: October 2025
• Publisher: Independently Published
• Length: 278 Pages
• Weight: 0.83 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"