According to Kelly P. Werder (2015), the strategic communication messaging framework highlights an important shift in research focus within public relations and strategic communication scholarship. What is this shift?单项选择题

A

From examining communication processes between organisations and publics to focusing primarily on organisational structure, management hierarchies, and internal decision-making processes

B

From analysing how messages are designed and framed to focusing mainly on campaign evaluation metrics such as reach, impressions, and engagement statistics

C

From analysing source variables (the credibility and identity of the communicator) and receiver variables (stakeholder attitudes, perceptions, and relationship outcomes) to examining message variables, such as framing, structure, tone, and persuasive design

D

From studying how organisations build long-term relationships with stakeholders to focusing primarily on selecting the most effective media channels for distributing campaign messages

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