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Blending Dialogic and Relationship Management Theories - Developing an Integrated Social Media Communication Model for the Non-Profit Sector
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Blending Dialogic and Relationship Management Theories - Developing an Integrated Social Media Communication Model for the Non-Profit Sector

Karen E Sutherland and Angela K Y Mak
New Media and Public Relations, 3rd Edition, pp.129-140
Peter Lang Publishing, Incorporated, 3rd Edition
2017
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https://www.peterlang.com/view/product/70535View
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Abstract

Communication and Media Studies
The latest edition of New Media and Public Relations offers communication scholars, professionals, and students current insights on how emerging technologies challenge and change the rules of stakeholder engagement in corporate, nonprofit, and activist environments. Topics include updated thinking on mobile applications, crisis response, and ethical implications of online exchanges in addition to groundbreaking explorations into the developing arenas of personas, emojis, listening theory, and historiophoty in public relations practice. All-new content in this popular text once again delivers new thinking in public relations theory and practice for an ever-changing digital landscape. New Media and Public Relations is well-suited for advanced undergraduate and graduate courses in public relations principles, management, case studies, and strategy, as well as courses in corporate communication, marketing communication, integrated marketing communication, and digital communication. [Book Synopsis]

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