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New Media and Public Relations

Second Edition

Edited By Sandra C. Duhé

The second edition of New Media and Public Relations captures how the extraordinary global adoption of social media in recent years has changed the way organizations and the public relate to one another. Scholars from around the world provide intriguing insights into how constantly emerging technologies require organizations to be interactive and authentic in virtual environments where control and creation of messages is a shared process. New theoretical perspectives are offered, along with case studies and practical suggestions for using online venues in corporate, charitable, political, cause advocacy, religious, health, university, and crisis settings. Although a number of authors from the first edition have returned to contribute to the second edition, the content of each chapter is entirely new.

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P E T E R L A N G The latest edition of New Media and Public Relations offers communication scholars, professionals, and students current insights on how emerging technologies challenge and change the rules of stakeholder engagement in corporate, nonprofit, and activist environments. Topics include updated thinking on mobile applications, crisis response, and ethical implications of online exchanges in addition to groundbreaking explorations into the developing arenas of personas, emojis, listening theory, and historiophoty in public relations practice. All-new content in this popular text once again delivers new thinking in public relations theory and practice for an ever-changing digital landscape. New Media and Public Relations is well-suited for advanced undergraduate and graduate courses in public relations principles, management, case studies, and strategy, as well as courses in corporate communication, marketing communication, integrated marketing communication, and digital communication. Sandra Duhé, PhD, MBA, is Associate Professor, Director of Public Relations, and Chair of the Division of Corporate Communication and Public Affairs at Southern Methodist University in Dallas, Texas. Her extensive corporate background in brand management, crisis response, community outreach, and media relations combined with degrees in business, communication, applied economics, and political economy inform her research and consulting practice. She is an award-winning educator and a member of the PRSA College of Fellows and the Arthur W. Page Society. www.peterlang.com T H IR D E D IT IO N N E W M E D IA A N D P U B L IC R E L A T IO N...

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