Descript |
xi, 138 s. : ill. ; 22 cm |
Series |
RISJ challenges
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Note |
Includes bibliographical references |
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Contents: 1.Public Relations: A Brief Selective History -- PR as social democracy -- The PR executive as the reporter's friend -- The PR executive as stunt man -- The PR executive as counsellor -- The rise of the flack -- The better, the worse -- In sum -- 2.Corporate PR -- Transparency engenders truth -- Escaping from journalism -- The corridors of influence -- Doing good -- The royals -- In sum -- 3.Political Communications -- The heritage -- Journalism dumbs down, and up -- Clearing the decks for a new era -- In sum -- 4.How it's Done: the Internet as a Mechanism for a Changed Relationship between PR and Journalism -- Pressure, power, and the new PR -- Making a success of online journalism -- The impact of the internet on public relations -- The emergence of brand journalism and recreational journalism -- Are search and online reputation taking over? -- In sum -- 5.PR Elsewhere -- China -- Russia -- France -- In sum -- 6.Conclusions and Recommendations |
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Summary: Public relations and journalism have had a difficult relationship for over a century, characterised by mutual dependence and - often - mutual distrust. The two professions have vied with each other for primacy: journalists could open or close the gates, but PR had the stories, the contacts and often the budgets for extravagant campaigns. The arrival of the internet, and especially of social media, has changed much of that. These new technologies have turned the audience into players - who play an important part in making the reputation, and the brand, of everyone from heads of state to new car models vulnerable to viral tweets and social media attacks. Companies, parties and governments are seeking more protection - especially since individuals within these organisations can themselves damage, even destroy, their brand or reputation with an ill-chosen remark or an appearance of arrogance. The pressures, and the possibilities, of the digital age have given public figures and institutions both a necessity to protect themselves, and channels to promote themselves free of news media gatekeepers |
Subject |
Journalism and public relations
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Mass media and public opinion
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PR
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Journalistik
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Journalism
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Classmark |
302.23
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Bs
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Alt Auth |
Toogood, Laura, author
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Add Title |
Journalism and public relations |
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New media and public relations in the digital age |
ISBN/ISSN |
9781784530624 |
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178453062X |
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