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Social Media and Public Relations

Fake Friends and Powerful Publics

By Judy Motion, Robert L. Heath, Shirley Leitch

Routledge – 2014 – 256 pages

Series: Routledge New Directions in Public Relations & Communication Research

Purchasing Options:

  • Hardback: $155.00
    978-0-415-85626-3
    June 30th 2015
    Not yet available

Description

Social media has had a profound, and as yet not fully understood impact on public relations. In the 24/7 world of perpetually-connected publics, will public relations function as a dark art that spins (or tweets) the truth for credulous publics? Or must public relations be reconceptualized under the full glare of the Internet and the expectations of increasingly powerful publics?

The purpose of this book is to examine the role of public relations in social media through an exploration of the myriad ways that social media is reshaping its core concepts and activities. In particular, it examines the dichotomies of fake and authentic, powerful and powerless, meaning and meaningful. It also examines the key transgressions committed by practitioners: the paucity of digital literacy, a widespread lack of understanding of the norms of social media, a naivety about the corporate identity risks, and a prevalent emphasis on spin and persuasion rather than on authentic engagement.

This challenging and fascinating book will be of interest to all students, researchers and practitioners in Public Relations, Media and Communication Studies

Contents

1. Learn the Language: Social Media and Public Relations 2. Know the Rules: Digital Affordances, Literacies and Procedural Rhetorics 3. Create your Self: Building Social Capital through Corporate Identity 4. Speak the Truth: Transparency, Power/Knowledge and Authenticity 5. Interact and Respond: Stories and Conversations 6. Connect with Creativity: Creating Worlds, New Identities, New Publics/Content Production and Co-Production 7. Play the Games: Gamification, Gaming Culture and Communities 8. Change the World: Transgressions and Activism 9. Protect your Privacy: Regulation and Privacy 10. Know your Risks: A Collective Orientation 11. Navigate the Issues: Situating Power/Knowledge within Public Relations 12. Policy: Public and Private Clashes and Collaborative Dialogue 13. Critical Reflections

Author Bio

Judy Motion is Professor of Communication in the Journalism and Media Research Centre at the University of New South Wales, Australia

Robert L. Heath is Professor Emeritus at the School of Communication, University of Houston, USA

Shirley Leitch is Deputy Vice-Chancellor (Academic) at Swinburne University of Technology, Australia

Name: Social Media and Public Relations: Fake Friends and Powerful Publics (Hardback)Routledge 
Description: By Judy Motion, Robert L. Heath, Shirley Leitch. Social media has had a profound, and as yet not fully understood impact on public relations. In the 24/7 world of perpetually-connected publics, will public relations function as a dark art that spins (or tweets) the truth for credulous publics? Or must...
Categories: Public Relations, Internet / Digital Marketing / e-Marketing, Communication Studies, Public Relations, Internet, Public Relations in Media