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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 VII: Community Management–Overview (Sandra Duhé)


Part vII community Management – overview Sandra Duhé 218 Community Management – Overview the very foundation of public relations is community relations, and the definition of what com-prises a community has certainly changed with the evolution of new media channels . This sec- tion addresses community management specifically in online environments and begins with waters, Saxton, Niyirora, and guo’s revealing comparison of how hashtags – what they refer to as “one of the most innovative social media tools” – are used across for-profit, business interest, nonprofit profes- sional interest, and nonprofit advocacy organizations . what do they find? organizational focus matters and leads to statistically significant differences in how hashtags are used . conveniently, they provide an eight-category typology of hashtags that is ripe for further exploration . avidar adds her analysis of responsiveness and interactivity as relational strategies that lead to relational outcomes, noting that before engagement or dialogue can occur, first must come responsiveness on the part of the organiza- tion . She compares elements of responsiveness in business and nonprofit settings using email vignettes as an unobtrusive means of study, finding that, in essence, relational management strategies matter more than the platform used or organizational type . Hutchins and tindall dissect the aMageddon controversy on reddit through the lens of the tarES test and look particularly at how site administra- tion responded to outraged volunteer community managers . Based on the number of chapters in this edition dedicated to community management, their assertion that online community management is becoming a more prevalent function of public relations rings true...

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