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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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Part III: Corporate – Overview (Sandra Duhé)


Part III corporate – overview Sandra Duhé 66 Corporate – Overview these six chapters begin with wolf and Zerfass’ study of the extent to which mobile technology is used in corporate communication – the very type of digital study verčič, verčič, and Sriramesh call for in their chapter . Indeed, the authors report that mobile devices and apps are not only the fastest growing areas of corporate communication in Europe, but also pose the greatest perceived challenge for firms and practitioners . The omnipresence of mobile devices will require new forms of public rela- tions storytelling that, interestingly, follow established journalistic models . Ji, chen, Li, and Stacks then report on how they tested and validated the idea that roE – what they define as return on expectations – in social media makes a direct and positive contribution to roI . to do so, they took a “large data” approach and utilized a five-year longitudinal dataset of Fortune 500 companies . using the lens of orga- nizational identity and drawing on two highly visible leadership shifts in college sports and technology, Feldner and Berg examine what happens when outspoken leaders on twitter change organizations . They aptly argue that, whether intentional or not, any organizational statement is inherently strategic and offer a number of research questions to guide future study in this much-needed area of investiga- tion . diStaso and amaral provide an eye-opening account of how the banking industry – one of the least trusted sectors since the 2008 financial crisis – runs counter to consumer expectations in their use of...

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