Testing the Impact of Message Interactivity on Relationship Management and Organizational Reputation

Lee, Hyunmin, & Park, Hyojung (2013). Testing the impact of message interactivity on relationship management and organizational reputation. Journal of Public Relations Research, 24, 188-206. SummaryThis study investigated whether message interactivity of organizational websites and blog sites influence perceptions of relationship management and reputation. Contingent message interactivity posits that the transmission and reception of messages […]

Using Classic Social Media Cases to Distill Ethical Guidelines for Digital Engagement

Bowen, Shannon A. (2013). Using classic social media cases to distill ethical guidelines for digital engagement. Journal of Mass Media Ethics: Exploring Questions of Media Morality, 28(2), 119-133. SummaryThrough systematic case analyses of much-discussed social media cases, both negative aspects and best practices of social media use are revealed. Ethical theory is applied to these […]

Online brand communities: New public relations challenges through social media

Fröhlich, Romy & Schöller, Clarissa. (2012). Online brand communities: New public relations challenges through social media. In Sandra C. Duhe (ed.), New media and public relations (2nd ed., pp. 86-95).  New York: Peter Lang Publishing Inc. Summary With the advent of the social web, online brand communities (BCs) have spread rapidly. But, what exactly is […]

Digital Strategies for Powerful Corporate Communications

Argenti, Paul A. and Courtney M. Barnes (2009). Digital Strategies for Powerful Corporate Communications. New York: McGraw Hill. Even three years after it was published, this volume maintains its place as one of the best books dealing with new media and public relations. Billed as “a corporate survival guide for the Web 2.0 world,” Argenti […]

Media catching and the journalist-public relations practitioner relationship: How social media are changing the practice of media relations

Waters, Richard D.; Tindall, Natalie T. J.; & Morton, Timothy S. (2010). Media catching and the journalist-public relations practitioner relationship:  How social media are changing the practice of media relations.  Journal of Public Relations Research, 22(3), 241-264. With the changing media environment and the evolving online atmosphere, traditional media relations strategies (e.g., news release and […]

How the World’s Top Universities Provide Dialogic Forums for Marginalized Voices

McAllister, Sheila M. (2012). How the world’s top universities provide dialogic forums for marginalized voices. Public Relations Review, 38, 319-327. Viewed through the lens of the dialogic theory of public relations, this study examines if universities use new media tools and how the world’s top universities use Facebook as an interactive forum that gives voice […]

Who are the social media influencers?: A study of public perceptions of personality

Freberg, Karen; Graham, Kristin; McGaughey, Karen; & Freberg, Laura. (2011). Who are the social media influencers?: A study of public perceptions of personality. Public Relations Review, 37, 90-92. Social media are about establishing a virtual community, where individuals can share information with each other in an open source environment, and create a virtual dialogue between […]