There’s no such thing as online or digital PR anymore…
- Discuss the implications for organisational reputation and relationships through the lens of rich online content; internet enabled interactive communication and radical reach; transparency and radical transparency; and institutional porosity and public exposure
- Extend thinking about the shape of public relations practice in 2020 and beyond, paying particular attention to the concept and PR practices affecting the dominant coalition mediated by the semantic web; values derived relationship paradigm and the “Internet of Things”
- Provide case studies that show how imaginative understandings of social media can add a new dimension to understandings of relationship management
- Articulate evolved forms of existing theory, including the Grunigian Excellence paradigm
- Offer a roadmap for integrating what was briefly considered to be “online PR” into academic study
- Examine the contribution of the growing number of social media gurus to practical and theoretical understandings of the discipline
- Examine the significance of the 2010 Stockholm Accords to practice that is not mediated by internet protocols.