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Books > Reference & Interdisciplinary > Communication studies
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Public Relations and Online Engagement - Audiences, Fandom and Influencers (Hardcover)
Loot Price: R1,660
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Public Relations and Online Engagement - Audiences, Fandom and Influencers (Hardcover)
Series: Routledge Insights in Public Relations Research
Expected to ship within 10 - 15 working days
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As media continues to evolve, social media has become even more
integral to public relations activities, presenting new
opportunities and challenges for practitioners. Relationships
between publics and organizations continue to be first and
foremost, but the process and possibilities for mutually beneficial
relationships are being rewritten in situ. This volume aims to
explore and understand highly engaged publics in a variety of
social media contexts and across networks. The hope is the
expansion and extension of public relations theories and models in
this book helps move the discipline forward to keep up with the
practice and the media environment. Contributors analyzed a range
of organizations and industries, including corporate,
entertainment, government, and political movements, to consider how
public relations practitioners can facilitate ethical and effective
communication between parties. A consistent thread was the need for
organizations and practitioners to better understand the diverse
backgrounds of publics, including age, ethnicity, gender, and
sexual orientation, beyond surface-level demographic stereotypes
and assumptions. This book will be of interest to researchers,
academics, and students in the field of public relations and
communication, especially those with a particular interest in
online engagement and social media as a PR tool.
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