Social media and public relations : fake friends and powerful publics

By:

Series: Routledge new directions in public relations and communication researchPublication details: Routledge 2016 LondonDescription: x,224pISBN:

9780367278984

Subject(s):

Social interaction -- Public relations -- Social media

DDC classification:

302.231 MOT-

Summary: Social media is having a profound, but not yet fully understood the 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, powerless and powerful, meaningless and meaningful. It exposes transgressions committed by the 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 "false PR friends" to be less so.

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Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	NASSDOC Library				302.231 MOT- (Browse shelf(Opens below))					Available			50737

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Previous	302.231 LUP-; Digital sociology	302.231 MAH-P The Psychology of Social Media /	302.231 MED- Mediatisation of emotional life /	302.231 MOT- Social media and public relations	302.231 STA-D Digital condition	302.231 TSA-P Political Correctness :	302.231 VAI-A Antisocial media	Next

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Social media is having a profound, but not yet fully understood the 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, powerless and powerful, meaningless and meaningful. It exposes transgressions committed by the 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 "false PR friends" to be less so.

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