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Books > Reference & Interdisciplinary > Communication studies
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Social Media for Progressive Public Relations (Hardcover)
Loot Price: R4,114
Discovery Miles 41 140
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Social Media for Progressive Public Relations (Hardcover)
Series: Routledge New Directions in PR & Communication Research
Expected to ship within 12 - 17 working days
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This edited book presents a comprehensive, research-led coverage of
the progressive ways public relations (PR) and social media is
utilised today. It offers innovative research approaches to explore
PR and social media initiatives, and in so doing, provides guidance
on how to direct PR communication across the complex canvas of
social media where some of the communication can be highly
emotional varying from overt expressions of loyalty to
brandjacking. Progressive organisations are carefully engaging with
their audiences in multiple social media channels with
organisational goals including commercial success, sustainability
or employee morale. The analytics offered by social media channels
help organisations to learn about their audiences as well as design
highly personalised content. This book extends our understanding of
the ways PR and social media can be utilised for communication that
resonates with target audiences in varying context. Through the
academic research presented, readers can also learn innovative ways
to investigate and improve their own PR and social media practice.
The book's main themes include the power of engagement, progressive
management use of social media channels, business influence,
social-influencing for non-profit causes and political impacts of
targeted social media communications. Social Media for Progressive
Public Relations is for scholars, researchers and students of PR
and communications.
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