New Media and Public Relations
Publisher: Peter Lang Publishing; Lang AG International Academic Publishers, Peter
Published: June 30, 2007
Language: eng
Format: Paperback
Number of pages: 472
ISBN-13: 9780820488011
Subjects: Media Studies; Business & Economics; Business / Economics / Finance; Internet in public relations; Public Relations; Business/Economics
Description: "From Web sites to wikis, from podcasts to blogs, Internet-based communication technologies are changing the way today's public relations campaigns are conceived and carried out. New Media and Public Relations charts this exciting new territory with real-life case studies that explore some of the ways new media practices challenge and expand conventional thinking in public relations. This comprehensive new volume charts the leading edge of public relations research, drawing on insights from both scholars and practitioners to question outdated models, discuss emerging trends, and provide numerous examples of how organizations navigate the uncertainties of building mediated relationships. Global in scope and exploratory in nature, New Media and Public Relations is an indispensable reference for contemporary research and practice in the field, and essential reading for undergraduate and graduate students in public relations and mediated communication."--Publisher's website.