TY  - GEN
AU  - Motion, Judy
AU  - Heath, Robert L. 
AU  - Leitch, Shirley 
TI  - Social media and public relations: : fake friends and powerful publics
SN  - 9780367278984
U1  - 302.231 
PY  - 2016///
CY  - London
PB  - Routledge
KW  - Social interaction
KW  - Public relations
KW  - Social media
N1  - Include Index
N2  - 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
ER  -