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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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Editor’s Note

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xii Editor’s Note myself and am surprised and flattered when graduate students approach me at conferences with the level of deference I still hold for my mentors . Every page in this edition delivers entirely new content not found in previous editions . I offer as introduction a succinct overview of new media research from a handful of public relations journals, focusing on work that has been done since the second edition was published in 2012 and comment- ing on the types of studies I expect (and hope) to see in coming years . as with the first two editions, readers will delve early in the text into emerging ideas filled with intrigue and promise . It is a special privilege for me to offer them in this book, and then watch them develop in journal and conference venues hereafter . an array of corporate and nonprofit chapters is offered, as are two important entries on ethics in new media . activist and community management insights follow, and the book concludes with modern perspectives on crisis management and response in an increasingly digital world . I wish you well in your own research endeavors and trust this edition will help advance your think- ing along the way . Sandra duhé august 2016

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