ABSTRACT
Social media (SM) has changed many forms of professional communication, including public relations (PR) practices. While SM offers excellent tools for engaging with stakeholders, it can challenge the reputation of an organisation. In short, SM has the power to change PR practices, which is behind the call for a book that explores the symbiotic relationship between SM and PR. SM can be a major challenge for contemporary PR practitioners, blurring the boundaries between PR and other forms of communication.
