As media continues to evolve, social media has become even more integral to public relations activities, presenting new opportunities and challenges for practitioners. Relationships between publics and organizations continue to be first and foremost, but the process and possibilities for mutually beneficial relationships are being rewritten in situ.

This volume aims to explore and understand highly engaged publics in a variety of social media contexts and across networks. The hope is the expansion and extension of public relations theories and models in this book helps move the discipline forward to keep up with the practice and the media environment. Contributors analyzed a range of organizations and industries, including corporate, entertainment, government, and political movements, to consider how public relations practitioners can facilitate ethical and effective communication between parties. A consistent thread was the need for organizations and practitioners to better understand the diverse backgrounds of publics, including age, ethnicity, gender, and sexual orientation, beyond surface-level demographic stereotypes and assumptions.

This book will be of interest to researchers, academics, and students in the field of public relations and communication, especially those with a particular interest in online engagement and social media as a PR tool.

chapter |2 pages


ByAmber L. Hutchins

chapter 1|8 pages

From slacktivism to activism

Rihanna and Fenty brands “pull up”
ByCandice Edrington

chapter 2|8 pages

Saving Wynonna Earp

The power of fandom
ByMélanie Bourdaa

chapter 3|8 pages

Learning from the best

A review of community building, audience engagement, and influencer campaigns from the 2019 Cannes Lions
ByKelli S. Burns

chapter 4|8 pages

Influencer strategies and political PR

An AOC case analysis
ByHinck Ashley, Leslie Rasmussen

chapter 5|8 pages

Participatory publics

#NASASocial events and fan engagement
ByAmber L. Hutchins

chapter 7|12 pages

Multinational Corporate Social Responsibility and diversity

Blizzard Entertainment's Overwatch, the Overwatch League, and LGBTQ Pride Month
ByElaine Venter

chapter 8|6 pages

Engaging audiences with authenticity

The role of social media in Royal Caribbean's hurricane relief effort
ByJessalynn Strauss, Kathleen Stansberry

chapter 9|8 pages

A virus and viral content

The Vietnam government's use of TikTok for public health messages during the COVID-19 pandemic
ByKylie P. Torres