The Social Media Communication Matrix: A New Direction in Public Relations
- ISBN-10
- 1606497936
- ISBN-13
- 9781606497937
- Category
- Business & Economics
- Pages
- 150
- Language
- English
- Published
- 2015-09-10
- Publisher
- Business Expert Press
- Authors
- Kenneth D. Plowman, Beki Winchel
Description
Sophisticated problem solving in strategic communication or public relations (PR) is done through planning, strategic communication planning. The focus of this book is to meld current trends in social media to strategic communications planning in the field of PR. The definition of social media used here is channels delivering web-based information created by people to improve communication. This work used the strategic communication plan based on Wilson and Ogden's (2014) work for basic structure and an operational definition of strategic communication developed by one of the authors. The steps in a typical strategic communication campaign that will be affected include goals, measurable objectives, the big idea, key publics, message design, strategies and tactics and evaluation or return on investment. This book covers the major social media platforms and addresses branding, crisis communications, entertainment and sports, citizen journalism, and analytics. The contribution to the body of knowledge should be highly significant, affecting the way PR professionals go about devising and conducting strategic communication campaigns in light of the effect of social media as well as how academics teach the process in their classrooms.
Get the book
Similar books
-
Social Media Communication: Concepts, Practices, Data, Law and Ethics
By Jeremy Harris LipschultzMedia Literacy, second edition and fourth edition. ... Forbes. www. forbes.com/sites/jimmyrohampton/2017/01/03/5-social-media-trends-that-will-domi nate-2017/#1c6180fa141f ... Media Literacy: Keys to Interpreting Media Messages, pp.
-
Social Media Strategy: Tools for Professionals and Organizations
By Phillip G. ClampittWith a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics.
-
Social Media Communication: Trends and Theories
By Bu ZhongDivided into two parts, the text first describes the theoretical foundation of social media use, discussing the impact of social media on information processing, social networking, cognition, interpersonal and group communication, the media ...
-
Social Media and Public Relations: Fake Friends and Powerful Publics
By Robert L. Heath, Judy Motion, Shirley Leitch... dialogic spaces and allow publics to reframe and debate salient issues (De Bussey, 2010; Hughes and Demetrious, 2006; Motion and Leitch, 2008). Key ideas that are applied within the discourse engagement paradigm include change, ...
-
Solutions for High-Touch Communications in a High-Tech World
By Michael A., Brown Sr.... please visit: http://www.igi-global.com/book-series/advances-educational-technologies-instructional-design/73678 ... US $295.00 Information Technology Integration for Socio-Economic Development Titus Tossy (Mzumbe University, ...
-
Social Media and Africa's Public Sector: Perspectives on Contemporary Issues
By Robert Ebo Hinson, Eric Kwame Adae, Kojo Kakra TwumThis book focuses on developing a systematic approach to understanding the transformations in Africa's public sector social media landscape.
-
Encyclopedia of Social Media and Politics
By Kerric HarveyKey Features This three-volume A-to-Z encyclopedia set includes 600 short essays on high-interest topics that explore social media’s impact on politics, such as “Activists and Activism,” “Issues and Social Media,” “Politics and ...
-
Social Media Risk and the Law: A Guide for Global Communicators
By Susan Grantham, Mark PearsonWith burgeoning employee access to social media, governance around social media use, both official and unofficial, has become a crucial inclusion in any ...
-
Information Refinement Technologies for Crisis Informatics: User Expectations and Design Principles for Social Media and Mobile Apps
By Marc-André KaufholdThieken, A. H., Kreibich, H., Müller, M., & Merz, B. (2007). Coping with floods: Preparedness, response and recovery of flood-affected residents in Germany in 2002. Hydrological Sciences Journal, 52(5), ...
-
Social Media: How to Engage, Share, and Connect
By Regina LuttrellThis book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals.