A3 Book section, Chapters in research books
Future Trends in Social Media and Public Relations (2023)


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


JYU authors or editors


Publication details

All authors or editors: Arango, Luis; Karjaluoto, Heikki; Lievonen, Matias; Muhonen, Markus; Niininen, Outi; Singaraju, Stephen; Spickett-Jones, J. Graham; Sundermann, Gerrit; Valentini, Chiara

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: 227-239

Number of pages in the book: 270

Publisher: Routledge

Place of Publication: London

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003177791-21

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/86010


Abstract

Public relations (PR) focuses on storytelling by creating newsworthy content that will be communicated to target audiences. However, because social media has empowered individual consumers to an unprecedented level, we are no longer passive consumers of stories and some consumers have even reached influencer status where their opinions carry great authority. In the future, PR stories will shape global culture, but the Covid-19 pandemic has also alerted us to the damage caused by deliberate misinformation (e.g. the anti-vaccination movement).

The digital environment — especially where PR now operates — is changing rapidly; artificial intelligence and machine learning are assisting corporations in processing vast volumes of unstructured data. Currently, trust in online communications is eroding in general, but the future of Web3 with blockchain technology may reverse this erosion by introducing new trust protocols into digital interactions.


Keywords: public relations; communication; social media; enterprises; consumers; trends; future; artificial intelligence; interactivity


Contributing organizations


Ministry reporting: Yes

VIRTA submission year: 2023

JUFO rating: 3


Last updated on 2024-12-10 at 15:30