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New Media and Public Relations

Second Edition

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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Part I: Introduction

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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 would affect corporate communication . Burger’s (1981) was the first of 380 new media articles published between January 1981 and mid-July 2016 in peer-review journals dedicated to the study of public relations: Public Relations Review, Journal of Public Relations Research, PRism, Public Relations Journal, and Public Relations Inquiry . In the second edition of New Media and Public Relations, I offered a 30-year analysis of new media research included in the first four of these journals (duhé, 2012a) and have updated that work twice since then (duhé, 2012b, 2015) alongside other scholars who had similar aims to capture thematic attributes of our long-standing body of new media knowledge (Mcallister-Spooner, 2009; verčič, verčič, & Sriramesh, 2015 – see also their chapter in this book; wang, 2015; ye & Ki, 2012) . rather than attempt to reference, describe, and categorize the 380 articles published since 1981, I have instead chosen to assess in this chapter the state of new media research trajectories since 2012, essentially picking up where I left off in the second edition of New Media and Public Relations . The aforementioned articles provide more depth for those interested in exploring a broader swath of new media research over time . The 4 .5-year timespan between 2012 and mid-2016 was a period of significant concentration and growth for...

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