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 editorsNiininen, Outi



Publication year2023

Publication date23/09/2022

Number of pages in the book270


Place of PublicationLondon

Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessNot open

Publication channel open access


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.

Keywordspublic relationsmarketingcommunicationnetwork communicationorganisational communication and public relationsorganisations (systems)enterprisesmarketing channelssocial mediasocietal effects

Contributing organizations

Ministry reportingYes

Reporting Year2023

JUFO rating3

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Last updated on 2024-15-05 at 13:03