Social Media for Progressive Public Relations

This edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking.

Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes and political impacts of targeted social media communications.

Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.

Outi Niininen (Ph.D., M.C.I.M. Chartered Marketer) teaches Digital Marketing at the University of Jyvaskyla School of Business and Economics. Her research explores the use of digital technology across the Expanded Marketing Mix to understand how people interact with surrounding environment. Outi’s research has been published in journals such as Industrial Marketing Management, the Journal of Business Research, Tourism Management, Tourism Analysis, the Journal of Travel and Tourism Marketing and the Journal of Services Marketing, and she is the Co-editor-in-Chief for Evolving Pedagogy. Outi edited the Contemporary Issues in Digital Marketing (Routledge, 2022) and she has also won the Education Publishing Awards Australia (EPAA) in the category: Tertiary (Adaptations): Teaching and Learning Resource for her Marketing Principles book in 2015.