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 editorsNiininen, Outi

Parent publicationSocial Media for Progressive Public Relations

Parent publication editorsNiininen, Outi



Publication year2023

Publication date23/09/2022

Pages range240-246

Number of pages in the book270


Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessNot 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.

Keywordssocial mediaenterprisesorganisations (systems)communicationpublic relationscommunication strategiesknow-howconsumersonline discussioninteraction

Contributing organizations

Ministry reportingYes

Reporting Year2023

Last updated on 2024-03-04 at 22:07