Transmedia Marketing and Re-Invention of Public Relations

Jakus Dalibor () and Zubcić Krešimir
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Jakus Dalibor: Independent public relations consultant, Zagreb, Croatia
Zubcić Krešimir: Croatian Public Television, Zagreb, Croatia

Marketing of Scientific and Research Organizations, 2016, vol. 22, issue 4, 91-101

Abstract: Many concepts have been developed to describe the convergence of media, public relations and storytelling formats in contemporary media systems. This article presents a theoretical reflection on “transmedia storytelling” from a perspective of integration narrative in the context of the re-invention of public relations. The rapid evolution of digital media technology and the emergence of transmedia storytelling present foresight professionals with a powerful new approach for communicating about the future. A transmedia story unfolds across multiple media platforms with each new text making a distinctive and valuable contribution to the whole. Between other, this article also outlines some of the key principles and elements of transmedia storytelling in combination with modern public relations, in order to provide a basic framework that public relations practitioner can use when designing transmedia projects.

Keywords: transmedia storytelling; media; public relations; transmedia marketing (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:22:y:2016:i:4:p:91-101:n:6

DOI: 10.14611/minib.22.12.2016.13

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