Social Media in Public Relations

Stefanie Babka

Chapter 6 in Social Media for Leaders, 2023, pp 43-60 from Springer

Abstract: Abstract The chapter Social Media in Public Relations shows how the work of the PR department has changed due to social media. Some control elements are presented that enable PR managers to remain in charge despite the fact that communication is less controllable. Five strategic steps are described with which the PR department can adapt to the new challenge.

Keywords: Online relations; Blogger relations; Agenda setting; Agenda surfing; Shitstorm; Communication; Online PR (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-42351-3_6

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DOI: 10.1007/978-3-658-42351-3_6

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