Public Relations and Online Engagement: Audiences, Fandom and Influencers

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Amber L. Hutchins (Lamar University, USA) Natalie T. J. Tindall (Lamar University, USA)

Public Relations and Online Engagement

Audiences, Fandom and Influencers

Amber L. Hutchins (Lamar University, USA), Natalie T. J. Tindall (Lamar University, USA)

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English

Routledge
31 May 2023

Communication studies; Economics; Public relations

Series: Global PR Insights

As media continues to evolve, social media has become even more integral to public relations activities, presenting new opportunities and challenges for practitioners. Relationships between publics and organizations continue to be first and foremost, but the process and possibilities for mutually beneficial relationships are being rewritten in situ.

This volume aims to explore and understand highly engaged publics in a variety of social media contexts and across networks. The hope is the expansion and extension of public relations theories and models in this book helps move the discipline forward to keep up with the practice and the media environment. Contributors analyzed a range of organizations and industries, including corporate, entertainment, government, and political movements, to consider how public relations practitioners can facilitate ethical and effective communication between parties. A consistent thread was the need for organizations and practitioners to better understand the diverse backgrounds of publics, including age, ethnicity, gender, and sexual orientation, beyond surface-level demographic stereotypes and assumptions.

This book will be of interest to researchers, academics, and students in the field of public relations and communication, especially those with a particular interest in online engagement and social media as a PR tool.

Edited by: Amber L. Hutchins (Lamar University USA), Natalie T. J. Tindall (Lamar University, USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 216mm, Width: 138mm,
Weight: 160g
ISBN: 9781032073255
ISBN 10: 103207325X
Series: Global PR Insights
Pages: 80
Publication Date: 31 May 2023
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

Amber L. Hutchins, Ph.D., is Associate Professor of Communication at the School of Media and Communication at Kennesaw State University in Kennesaw, Georgia. Natalie T. J. Tindall, Ph.D., serves as Department Chair and is Professor in the Department of Communication and Media at Lamar University.