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Social Media and Public Relations : Fake Friends and Powerful Publics (Hardcover) (Judy Motion & Robert

Social Media and Public Relations : Fake Friends and Powerful Publics (Hardcover) (Judy Motion & Robert - image 1 of 1

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Social media is having a profound, but not yet 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) self-interested variations of the truth for credulous audiences? Or does the full glare of the internet and the increasing expectations of powerful publics motivate it to more honestly engage to serve the public interest?

The purpose of this book is to examine the role of PR by exploring the myriad ways that social media is reshaping its conceptualization, strategies, and tactics. In particular, it explores the dichotomies of fake and authentic, powerful and powerless, meaning and meaningful. It exposes transgressions committed by practitioners - the paucity of digital literacy, the lack of understanding of the norms of social media, naivety about corporate identity risks, and the overarching emphasis on spin over authentic engagement. But it also shows the power that closely networked social media users have to insert information and opinion into discussions and force authenticity and practitioner to make "false PR friends" less so.

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

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

Number of Pages: 224
Genre: Business + Money Management, Computers + Internet
Sub-Genre: Public Relations
Series Title: Routledge New Directions in Public Relations and Communication Research
Format: Hardcover
Publisher: Taylor & Francis
Author: Judy Motion & Robert L. Heath & Shirley Leitch
Language: English
Street Date: November 24, 2015
TCIN: 17348771
UPC: 9780415856263
Item Number (DPCI): 247-45-8148
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