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New Media and Public Relations – Third Edition

Edited By Sandra C. Duhé

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.

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Part I: Introduction

Extract

Part I Introduction the trail of research investigating the intertwining of media considered “new” and the practice of public relations now dates back 35 years when chester Burger (1981) wrote how the introduction of technology to the workplace wo...

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