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Licensed 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
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