Cases in Public Relations Management; The Rise of Social Media and Activism (2nd Edition)

Specifications

Book Description

**”Cases in Public Relations Management: The Rise of Social Media and Activism” (2nd Edition)** by Patricia Swann is a casebook that explores modern challenges and strategies in public relations (PR), particularly focusing on the role of social media and activism in shaping the field. The book offers real-world cases to help students and practitioners understand how contemporary PR is evolving in response to societal changes, technological advancements, and active public participation.

### **Key Features and Content Overview:**

#### **1. Emphasis on Social Media's Impact**
– **Social Media Integration**: The book focuses heavily on the role social media plays in modern public relations. It explores how platforms like Twitter, Facebook, Instagram, and YouTube have transformed PR strategies and tactics.
– **Crisis Management**: Several case studies emphasize how social media can escalate or mitigate public relations crises. The book looks at how companies respond in real-time to customer feedback, public outcry, or scandals via social media channels.

#### **2. Activism and Public Relations**
– **Activism and Corporate Response**: The book covers how businesses and organizations are responding to increasing activism, both online and offline. It explores the balance between corporate interests and public pressure for ethical and socially responsible actions.
– **Campaigns by Nonprofits and Social Movements**: Examples from environmental groups, human rights organizations, and social movements demonstrate how activism leverages public relations strategies for advocacy and public engagement.

#### **3. Case-Based Learning**
– **Real-World Case Studies**: The book includes numerous case studies from various industries, illustrating how different companies and organizations have managed PR challenges. Each case provides an in-depth analysis of strategies used, outcomes, and lessons learned.
– **Reflection and Analysis**: At the end of each case, there are reflection questions and exercises to help students critically analyze the effectiveness of the PR strategies and consider alternative approaches.

#### **4. Strategic Public Relations Management**
– **Building Campaigns**: The text guides readers through the process of developing strategic public relations campaigns. It covers research, planning, implementation, and evaluation.
– **Measurement and Evaluation**: There is an emphasis on how to measure the success of PR campaigns, particularly in terms of media coverage, public perception, and stakeholder engagement.

#### **5. Ethics in Public Relations**
– **Ethical Considerations**: Ethical dilemmas in public relations, especially regarding transparency, truthfulness, and responsibility, are discussed in relation to the cases presented.
– **Balancing Corporate Goals and Public Interest**: The book tackles the challenge PR professionals face in aligning corporate objectives with the expectations and interests of the public, particularly in times of social change.

#### **6. Engaging Diverse Publics**
– **Target Audiences**: Different case studies show how public relations strategies are adapted to reach diverse audiences, including specific demographic groups, activists, and global communities.
– **Cultural Sensitivity**: The importance of understanding and respecting cultural differences in PR messaging is a recurring theme, particularly in global campaigns.

#### **7. The Future of Public Relations**
– **Technological Innovations**: The book also speculates on how emerging technologies (e.g., AI, big data) will continue to influence the public relations landscape.
– **Trends in Public Engagement**: The growing influence of influencer marketing, branded content, and citizen journalism are also discussed as trends that PR professionals must navigate.

### **Conclusion**
**”Cases in Public Relations Management: The Rise of Social Media and Activism” (2nd Edition)** by Patricia Swann is an insightful resource for students and professionals interested in understanding modern public relations. By presenting real-world cases with a focus on social media and activism, the book provides a comprehensive look at the challenges and opportunities facing PR today. With an emphasis on strategy, ethics, and public engagement, this book is valuable for developing critical thinking and practical skills in public relations management.