The latest edition of New Media and Public Relations offers communication scholars, professionals, and students current insights on how emerging technologies challenge and change the rules of stakeholder engagement in corporate, nonprofit, and activist environments. Topics include updated thinking on mobile applications, crisis response, and ethical implications of online exchanges in addition to groundbreaking explorations into the developing arenas of personas, emojis, listening theory, and historiophoty in public relations practice. All-new content in this popular text once again delivers new thinking in public relations theory and practice for an ever-changing digital landscape.
New Media and Public Relations is well-suited for advanced undergraduate and graduate courses in public relations principles, management, case studies, and strategy, as well as courses in corporate communication, marketing communication, integrated marketing communication, and digital communication.
List of Illustrations - Sandra Duhé: Editor's Note - Part I: Introduction - Sandra Duhé: State of the Field: Research Trajectories in New Media and Public Relations - Sandra Duhé: Part II: Emerging Ideas: Overview - Dejan Vercic/Ana TkalacVercic/Krishnamurthy Sriramesh: Where Have Publics Gone? The Absence of Publics in New Media Research - Soo-Kwang (Klive) Oh: Personability Is the New Likeability: The Importance of Creating a Persona for Public Relations in Social Media - Michail Vafeiadis: Visual Modalities in Online Public Relations and Marketing: The Role of Emojis - Jordi Xifra/Maria-Rosa Collell: New Media, Vlogging and Public Relations Historiophoty - Jeffrey D. Brand/Melissa L. Beall: Cognitive Listening Theory and Public Relations Practices in New Media - Sandra Duhé: Part III: Corporate: Overview - Cornelia Wolf/Ansgar Zerfass: Mobile Corporate Communication: Potentials and Contemporary Practices - Yi Grace Ji/Zifei "Fay" Chen/Cong Li/Don W. Stacks: What's RO I Got to Do with It? - Sarah Bonewits Feldner/Kati Tusinski Berg: Blurring the Lines between Personal and Organizational Identity: The Role of Identity Construction on Twitter when Leaders Change Organizations - Marcia W. DiStaso and Chelsea Amaral: Strategically Disconnected: The Great Divide between What Banks Provide and What Publics Want on Social Media - Alexander V. Laskin: New Media in Investor Relations - Daradirek "Gee" Ekachai/David L. Brinker, Jr.: Fortune 500 Social Media Policies: A Content Analysis Study - Sandra Duhé: Part IV: Nonprofit and Education: Overview - Karen E. Sutherland/Angela K. Y. Mak: Blending Dialogic and Relationship Management Theories: Developing an Integrated Social Media Communication Model for the Non-Profit Sector - Diana C. Sisson: Ethics of Control Mutuality and Implications for Social Media Practice in the Nonprofit Sector - Karen Freberg: Building Digital Bridges through Evidence-Based Practices in Social Media Pedagogy - Sandra Duhé: Part V: Ethics: Overview - Tina McCorkindale: Ethical Implications of Organizations Engaging on Social Media: An Application of the Ethic of Care Philosophy - Margalit Toledano: Extending Ethical Public Relations: Practitioners' Attitudes and Perceptions about Acceptable Professional Activities in Social Media - Sandra Duhé: Part VI: Activism: Overview - Romy Fröhlich: The Changes in Modern Activist Communication: Theoretical Insights into New Challenges for Public Relations - Yeunjae Lee/Myoung-Gi Chon/Yu Won Oh/eong-Nam Kim: Understanding Communicative Activism of Publics in Digital Network Society: A Taxonomy of Digitalized Communicative Actions - Jae-Hwa Shin/Thomas Broadus/Melody T. Fisher/Riva R. Brown: The Use of Blogging as Online Grassroots Activism: Analysis of the Scott Sisters Case - Sandra Duhé: Part VII: Community Management: Overview - Richard D. Waters/Gregory D. Saxton/Jerome Niyirora/Chao Guo: Hashtags for Health? On the Strategic Use of Hashtags in a Multi-Sectoral Advocacy Coalition - Ruth Avidar: Responsiveness and Interactivity: Relational Maintenance Strategies in an Online Environment - Amber L. Hutchins/Natalie T. J. Tindall: The Democracy of Reddit: Transparency and Two-Way Communication in Online Community Management - Dean E. Mundy: The Challenge of True Engagement: How 21st Century Gay Pride Organizations Strategically Use Social Media to Mobilize Key Stakeholders - Carolyn Mae Kim: Perception Is Reality: Understanding Tactics That Enhance or Diminish Credibility in Social Media - Sandra Duhé: Part VIII: Crisis Management: Overview - Chiara Valentini/tefania Romenti/Dean Kruckeberg: A Communicatively Constituted Online Crisis: A Theoretical Proposition for Studying Crisis Development in Social Media Communicative Interactions - W. Timothy Coombs: Digital Naturals and the Rise of Paracrises: The Shape of Modern Crisis Communication - Joe Downing: From Text, to the Static Image, to Live-Streaming Apps: An Overview of Social Media Technology Use during the Critical Period of a Crisis - Yan Jin/Lucinda Austin/Jeanine P. D. Guidry/Candace Parrish: Picture This and Take That: Strategic Crisis Visuals and Visual Social Media (VSM) in Crisis Communication - Brooke Fisher Liu/Julia Daisy Fraustino/Yan Jin: Back to Basics: Examining Key Demographics in New Media and Crisis Communication - Contributors.
