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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 IV: Nonprofit andEducation – Overview (Sandra Duhé)


Part Iv Nonprofit and Education – overview Sandra Duhé Nonprofit and Education – Overview128 Interest in nonprofit applications of emerging media continues to rise from both a practical and scholarly perspective . Sutherland and Mak offer an intriguing fusion of the long-standing dialogic and relationship management theories to propose an Integrated Social Media communication Model specifically for nonprofits . Their supporting research discovered little support for social media among nonprofit organizations, stemming particularly from board members who had more faith in conven- tional media channels . Their integration of key public relations principles resonates both practically and theoretically and, in their estimation, will help organizations broaden their reach, make more effi- cient use of scarce resources, and garner trust within and for nonprofits . Sisson explores the relational attribute of control mutuality for nonprofits and poses questions about the ethics of shared power . She suggests giving donors and other key stakeholders a voice and sense of ownership in social media practices using stewardship as a guide . Freberg contributes the first chapter in the New Media and Pub- lic Relations series dedicated solely to pedagogy . She explains how evidence-based practices can more closely tie professors to practitioners, assist professors in becoming “social connectors,” and spark a line of pedagogical research to complement decades of practice-based studies . the widespread use of social media has led to the technology becoming a key focus as a relevant communication channel and relationship management tool for public relations professionals . This emphasis has also been shared by practitioners in the non-profit sector, positioning...

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