ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book is to increase the understanding of the role of public relations in social media through an exploration of the myriad ways that social media is reshaping the core concepts and practices of public relations. These concepts includes authenticity, power, knowledge, social capital, dialogue, relationships, sharing, meaning, risk, transparency, and truth, social media contexts. It also offers a practice-oriented context for making sense of the relationship between social media and public relations focusing on the influence of social media affordances, rules and cultures on organizational attempts to navigate social media. Social media has opened up new possibilities and raised many questions for public relations practitioners and academics. Social media turned that equation on its head. Social activists engaged in social movements could call for power to the people.
