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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 V: Ethics – Overview (Sandra Duhé)


Part v Ethics – overview Sandra Duhé 160 Ethics – Overview the discussion of ethics in new media is sparse, but interest in ethical practice is thankfully on the rise (see my introduction to this edition) . In this section, two authors discuss the ethical implica- tions of practicing public relations on social media . Sisson as well discusses ethics as they specifically relate to control mutuality in the nonprofit sector, hence her chapter’s placement in the previous sec- tion . Here, Mccorkindale begins with a closer examination of the ethic of care and argues that dialogue for the sake of engagement is not necessarily ethical . rather, she insists that ethical social media use on the part of organizations must include consideration of the interdependent “other” and cannot be solely self-serving . Mccorkindale draws on gilligan’s original work and a feminist perspective to call for a more ethical, thoughtful approach to interacting with publics . toledano, then, draws on focus group and survey studies in Israel and New Zealand that reveal a dire need for practitioner training in the specifics of ethics . Practitioners, she finds, are challenged to balance interests of self, employer, employ- ees, and publics . Her attempt at having practitioners discern acceptable vs . unacceptable professional practices uncovers gaps in awareness and education that should be ongoing concerns for professional associations to address . the ethic of care philosophy has been rarely applied to public relations . as the basis of public rela-tions is building and maintaining relationships, the ethic of care fits naturally in that it suggests...

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