Social Media and Public Relations: Fake Friends and Powerful Publics.pdf
Social media has had a profound, but not yet fully understood impact on public relations. In the 24/7 world of perpetually connected publics, will public relations function as a dark art that spins (or tweets) the truth for credulous audiences? Or must it be reconceptualized in the full glare of the internet and the increasing expectations of powerful publics? The purpose of this book is to examine the role of PR by exploring the myriad ways that social media is reshaping its core concepts and activities. In particular, it explores the dichotomies of fake and authentic, powerful and powerless, meaning and meaningful. It also exposes the key transgressions committed by practitioners - the paucity of digital literacy, the lack of understanding of the norms of social media, naivety about corporate identity risks, and the overarching emphasis on spin over authentic engagement. This timely, challenging and fascinating book will be of interest to all students, researchers and practitioners in Public Relations, Media and Communication Studies.
Judy Motion is Professor of Communication at the University of New South Wales, Australia. Robert L. Heath is Professor Emeritus at the University of Houston, USA. Shirley Leitch is Dean and Professor of Communication at the Australian National University, Australia.
1. Identify the Problems: Social media and public relations 2. "Don't Do Anything Stupid": Social media affordances, policies and governance agendas 3. Create Yourself: Corporate identity for interconnected publics 4. Speak the Truth: Transparency, power/knowledge and authenticity 5. Engage: One-way, two-way, and every-way 6. Connecting with Creativity: Worlds, identities, publics as content production and co-production 7. Activist Power: Critical public engagement 8. Protect Yourself: Issues of privacy and regulation 9. Know Your Risks: A collective orientation 10. Navigate the Issues: Situating power/knowledge within public relations 11. Public and Private Clashes and Collaborative Dialogue 12. Conclusion