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Accessible Unlicensed Requires Authentication Published by De Gruyter Mouton 2021

9 Public relations and social media

From the book Public Relations
Michael Etter, Peter Winkler and Thomas Pleil


With an international perspective, this chapter elaborates how social media have developed over the last fifteen years from a niche topic to an industry-disruptive and dominating phenomenon in public relations. The chapter will analyse how public relations theory and practice have embraced this development from four approaches: dialogue-centric approaches, crisis-centric approaches, user-centric approaches, and data-centric approaches. The chapter closes with a conclusion and recommendations for future research.

© 2021 Walter de Gruyter GmbH, Berlin/Munich/Boston