000			01724 a2200193 4500
999			_c25918 _d25918
020			_a9780367278984
082			_a302.231 _bMOT-
100			_aMotion, Judy
100			_aHeath, Robert L.
100			_aLeitch, Shirley
245			_aSocial media and public relations _b: fake friends and powerful publics
260			_bRoutledge _c2016 _aLondon
300			_ax,224p
440			_aRoutledge new directions in public relations and communication research
504			_aInclude Index
520			_aSocial 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.
650			_aSocial interaction _vPublic relations _vSocial media
942			_2ddc _cBK