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Download Social Media and Public Relations: Fake Friends and Powerful by Judy Motion, Robert L. Heath, Shirley Leitch PDF

By Judy Motion, Robert L. Heath, Shirley Leitch

ISBN-10: 0415856264

ISBN-13: 9780415856263

Social media is having a profound, yet now not but absolutely understood impression on public kinfolk. within the 24/7 international of forever hooked up publics, will public kin functionality as a dismal paintings that spins (or tweets) self-interested adaptations of the reality for credulous audiences? Or does the entire glare of the web and the expanding expectancies of strong publics inspire it to extra truthfully interact to serve the general public interest?

The goal of this e-book is to ascertain the position of PR by means of exploring the myriad ways in which social media is reshaping its conceptualization, recommendations, and strategies. specifically, it explores the dichotomies of pretend and genuine, powerless and robust, meaningless and significant. It exposes transgressions dedicated by way of practitioners―the paucity of electronic literacy, the inability of knowing of the norms of social media, naivety approximately company identification dangers, and the overarching emphasis on spin over actual engagement. however it additionally indicates the ability that heavily networked social media clients need to insert details and opinion into discussions and strength "false PR buddies" to be much less so.

This well timed, difficult, and interesting booklet should be of curiosity to all scholars, researchers, and practitioners in Public family members, Media, and conversation Studies.

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Extra info for Social Media and Public Relations: Fake Friends and Powerful Publics

Sample text

1 Multiple Identity Enactments (Adapted from Motion and Leitch, 2002, p. ” Building on Tsoukas and Chia, we contend that such interactions may also be seen as MIEs which have the potential to challenge or change public perceptions of an organization. These challenges—along with any resulting changes—may come from anywhere and will not necessarily be consistent with one another. Some MIEs will inevitably be negative or misaligned with an organization’s desired identity (Balmer, 2003). Others will enhance the value of the corporate brand, potentially in ways not envisioned by the organization itself.

Not only are the practices related to sociality being transformed but, as publics assume power, the ability of public relations to control discourse is constrained. The promotional culture of public relations clashes with the participatory cultures of social media. New modes of meaningfully engaging with social media publics are required. Careful governance policies and regulation of social media practices form part of the cultural adjustments that public relations has to consider. Analysis of social media policies suggests that two key strategies are at play—policies may serve as interdictions that outline what is forbidden or they may function as useful guidelines that establish common principles and standards.

The toolkit/checklists offer a practical set of suggestions and questions that may be applied to assist in the development of a social media policy. Code of ethics or corporate reputation? Many media organizations tend to open their social media policies with a reference to the organization’s code of ethics, professional conduct or news values and principles. ” From the outset the policy established the importance of ethical and professional standards. The stated purpose of the policy is to “advance the AP’s brand and employees’ personal brands on social networks” (Associated Press, 2012).

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