ABSTRACT
This edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking.
Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes and political impacts of targeted social media communications.
Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.
TABLE OF CONTENTS
part Section 1|46 pages
The power of engagement
chapter 4|18 pages
Simultaneous support for and opposition to brands
part Section 2|53 pages
Progressive management use of social media channels
chapter 5|16 pages
Engaging employees via digital technologies
chapter 6|17 pages
CSR communication in corporate social media
chapter 7|18 pages
Fashionable millennial women
part Section 3|49 pages
Influential business
chapter 8|13 pages
Leveraging sport sponsorship with digital marketing communication
chapter 9|14 pages
Organisational legitimation strategies in social media
part Section 4|31 pages
Social influencing for non-profit cause
chapter 11|15 pages
Conquering the liminal space
part Section 5|34 pages
Progressively political
chapter 13|15 pages
The roles of the internet and social media in political marketing and voter behaviour
chapter 14|17 pages
Brexit
part Section 6|22 pages
Future trends and conclusion