B2 Book section
Conclusions on Social Media for Progressive Public Relations (2023)

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

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: 240-246

Number of pages in the book: 270

Publisher: Routledge

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003177791-22

Publication open access: Not open

Publication channel open access:


The role of public relations (PR) in society and careers within PR is changing rapidly. Strategic communication education must continually review established models; never before has continuous professional development been this important. PR activities required by organisations are changing, with individuals (even teenagers) now assuming routines previously considered a type of PR work, and ordinary consumers can spark a global debate online featuring an issue or a brand.

Keywords: social media; enterprises; organisations (systems); communication; public relations; communication strategies; know-how; consumers; online discussion; interaction

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2023

Last updated on 2023-30-03 at 13:14