A3 Book section, Chapters in research books
Introduction to Social Media for Progressive Public Relations (2023)

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

JYU authors or editors

Publication details

All authors or editors: Niininen, Outi

Parent publication: Social Media for Progressive Public Relations

Parent publication editors: Niininen, Outi

ISBN: 978-1-032-01233-9

eISBN: 978-1-003-17779-1

Publication year: 2023

Publication date: 23/09/2022

Pages range: 1-7

Number of pages in the book: 270

Publisher: Routledge

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003177791-1

Publication open access: Not open

Publication channel open access:


Social media (SM) has changed many forms of professional communication, including public relations (PR) practices. While SM offers excellent tools for engaging with stakeholders, it can challenge the reputation of an organisation. In short, SM has the power to change PR practices, which is behind the call for a book that explores the symbiotic relationship between SM and PR. SM can be a major challenge for contemporary PR practitioners, blurring the boundaries between PR and other forms of communication.

Keywords: organisations (systems); communication; organisational communication and public relations; public relations; marketing; social media

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2023

Preliminary JUFO rating: 3

Last updated on 2023-30-03 at 14:11