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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