Public Relations and Online Engagement: Audiences, Fandom and Influencers

Social media has become increasingly important in public relations, presenting new opportunities and challenges. This book explores and understands highly engaged publics in various social media contexts and networks, emphasizing the need for organizations and practitioners to understand the diverse backgrounds of publics beyond surface-level demographic stereotypes.

Format: Paperback / softback
Length: 80 pages
Publication date: 31 May 2023
Publisher: Taylor & Francis Ltd

As media continues to transform, social media has emerged as an indispensable component of public relations practices, offering both new opportunities and complex challenges for professionals. At the core of public relations, the relationship between publics and organizations remains paramount, but the dynamics and potential for mutually beneficial partnerships are undergoing a radical rewriting in real-time.

This comprehensive volume seeks to delve into and comprehend highly engaged publics within diverse social media contexts and across networks. The primary objective is to expand and enrich public relations theories and models, enabling them to keep pace with evolving practices and the dynamic media environment. Contributors have examined a wide range of organizations and industries, including corporate entities, entertainment sectors, government bodies, and political movements, to explore how public relations practitioners can foster ethical and impactful communication between parties.

A recurring theme throughout the analysis is the imperative for organizations and practitioners to go beyond mere surface-level demographic stereotypes and assumptions when understanding the diverse backgrounds of publics. This includes factors such as age, ethnicity, gender, and sexual orientation, recognizing the intricate nuances and unique perspectives that shape individuals and communities. By embracing a more comprehensive understanding of publics, practitioners can develop more tailored and effective communication strategies that resonate with diverse audiences.

This book holds significant value for researchers, academics, and students in the fields of public relations and communication, particularly those with a keen interest in online engagement and social media as powerful PR tools. It provides valuable insights, theories, and practical approaches to navigate the ever-evolving landscape of public relations, enabling professionals to adapt and thrive in this dynamic and interconnected world.

Weight: 160g
Dimension: 216 x 138 (mm)
ISBN-13: 9781032073255