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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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vi Table of Contents 8 what’s roI got to do with It? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Yi Grace Ji, Zifei “Fay” Chen, Cong Li, and Don W. Stacks 9 Blurring the Lines between Personal and organizational Identity: The role of Identity construction on twitter when Leaders change organizations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 Sarah Bonewits Feldner and Kati Tusinski Berg 10 Strategically disconnected: The great divide between what Banks Provide and what Publics want on Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 Marcia W. DiStaso and Chelsea Amaral 11 New Media in Investor relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 Alexander V. Laskin 12 Fortune 500 Social Media Policies: a content analysis Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117 Daradirek “Gee” Ekachai and David L. Brinker, Jr. Part Iv NoNProFIt aNd EducatIoN – ovErvIEw Sandra Duhé 13 Blending dialogic and relationship Management Theories: developing an Integrated Social Media communication Model for the Non-Profit Sector . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129 Karen E. Sutherland and Angela K. Y. Mak 14 Ethics of control Mutuality and Implications for Social Media Practice in the Nonprofit Sector . . . . . . . 141 Diana C. Sisson 15 Building digital Bridges through Evidence-Based Practices in Social Media Pedagogy . . . . . . . . . . . . . . . 151 Karen Freberg Part v EtHIcS – ovErvIEw Sandra Duhé 16 Ethical Implications of organizations Engaging on Social Media: an application of the Ethic of care Philosophy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161 Tina McCorkindale 17 Extending Ethical Public relations: Practitioners’ attitudes and Perceptions about acceptable Professional activities in Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170 Margalit Toledano Part vI actIvISM –ovErvIEw Sandra Duhé 18 The changes in Modern activist communication: Theoretical Insights into New challenges for Public relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185 Romy Fröhlich 19 understanding communicative activism of Publics...

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