Explain how digital and social media have changed the practice of public relations. Explore how corporate communications, media relations and crisis communication are influenced by new media technologies. Outline how social and digital media can be used for image, reputation purposes.
Discuss how new digital media helps to facilitate two-way communication and analyse how theories of public relations apply. Please refer to contemporary public relations theories to support your answer, using references to literature, current case study examples and academic research.
Introduction
- Context of essay: Digital and social media and public relations
- Purpose of essay: Analyse the influence of digital media on PR
- Outline of essay: Define the key terms of your essay. Explain which PR theories you will discuss based on the academic discourse around social and digital media.
- An overview of your essay
- The essay statement
A main body:
Give an explanation of the impact of the new media on public relations. Discuss the impacts of the new media tactics on corporate communications, media relations and crisis communication. Analyse how digital media can engage audiences and achieve the goals of public relations strategy. Discuss how new media impacts on the image and reputation of organizations using academic references and provide examples using mini case studies. Explore which theories and principles of public relations (at least two) can be applied in the digital media context.
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