C2 Edited work
Social Media for Progressive Public Relations (2023)
Niininen, O. (Ed.). (2023). Social Media for Progressive Public Relations. Routledge. https://doi.org/10.4324/9781003177791
JYU authors or editors
Publication details
All authors or editors: Niininen, Outi
ISBN: 978-1-032-01233-9
eISBN: 978-1-003-17779-1
Publication year: 2023
Publication date: 23/09/2022
Number of pages in the book: 270
Publisher: Routledge
Place of Publication: London
Publication country: United Kingdom
Publication language: English
DOI: https://doi.org/10.4324/9781003177791
Publication open access: Not open
Publication channel open access:
Abstract
This edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking.
Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or, even better, employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes, and political impacts of targeted social media communications.
Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.
Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or, even better, employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes, and political impacts of targeted social media communications.
Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.
Keywords: public relations; marketing; communication; network communication; organisational communication and public relations; organisations (systems); enterprises; marketing channels; social media; societal effects
Fields of science:
Contributing organizations
Ministry reporting: Yes
Reporting Year: 2023
Preliminary JUFO rating: 3
Follow-up groups:
This publication includes articles with JYU authors:
1 of 2
- Spickett-Jones, J. G., & Niininen, O. (2023). Brexit : Public Relations Campaign with Integrated Social Media Changed Political World. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 208-224). Routledge. https://doi.org/10.4324/9781003177791-19
- Niininen, O. (2023). Conclusions on Social Media for Progressive Public Relations. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 240-246). Routledge. https://doi.org/10.4324/9781003177791-22
- Reinikainen, H., Laaksonen, S.-M., Pöyry, E., & Luoma-aho, V. (2023). Conquering the Liminal Space : Strategic Social Media Influencer Communication in the Finnish Public Sector During the COVID-19 Pandemic. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 161-175). Routledge. https://doi.org/10.4324/9781003177791-15
- Valentini, C., van Zoonen, W., & Elving, W. J. L. (2023). CSR Communication in Corporate Social Media : An Empirical Investigation of European Top Companies’ Use of Social Media between 2012 and 2020. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 73-89). Routledge. https://doi.org/10.4324/9781003177791-8
- Agerholm Andersen, M., & Valentini, C. (2023). Engaging Employees via Digital Technologies : An Integrative Model of Change Management and Communication via Internal Social Media. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 57-72). Routledge. https://doi.org/10.4324/9781003177791-7
- Niininen, O., & Baumeister, S. (2023). Fridays for Future Wants to Save the World : But What Do People Think about the Movement?. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 176-189). Routledge. https://doi.org/10.4324/9781003177791-16
- Arango, L., Karjaluoto, H., Lievonen, M., Muhonen, M., Niininen, O., Singaraju, S., Spickett-Jones, J. G., Sundermann, G., & Valentini, C. (2023). Future Trends in Social Media and Public Relations. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 227-239). Routledge. https://doi.org/10.4324/9781003177791-21
- Lievonen, M., Luoma-aho, V., & Bowden, J. (2023). Hateholders and Brandjacking : Negative Engagement of Customers and Stakeholders. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 25-36). Routledge. https://doi.org/10.4324/9781003177791-4
- Niininen, O. (2023). Introduction to Social Media for Progressive Public Relations. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 1-7). Routledge. https://doi.org/10.4324/9781003177791-1
- Rauf, M., & Karjaluoto, H. (2023). Investigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 138-157). Routledge. https://doi.org/10.4324/9781003177791-13
