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.

part Section 1|46 pages

The power of engagement

chapter 3|12 pages

Hateholders and brandjacking

Negative engagement of customers and stakeholders

chapter 4|18 pages

Simultaneous support for and opposition to brands

A study on brand love and hate—the two poles of brand polarisation

part Section 2|53 pages

Progressive management use of social media channels

chapter 5|16 pages

Engaging employees via digital technologies

An integrative model of change management and communication via internal social media

chapter 6|17 pages

CSR communication in corporate social media

an empirical investigation of European companies' use of social media between 2012 and 2020

chapter 7|18 pages

Fashionable millennial women

Sustainable consumer behaviours of fashion-oriented social media users and implications for public relations

part Section 4|31 pages

Social influencing for non-profit cause

chapter 11|15 pages

Conquering the liminal space

Strategic social media influencer communication in the Finnish public sector during the COVID-19 pandemic

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

a study of Finnish parliamentary elections

chapter 14|17 pages


Public relations campaign with integrated social media that changed political world