Chapter 16: Digital Communities: Social Media in Action
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Today’s media ecosystem is akin to a cloverleaf with the first leaf being traditional media, the second leaf being tra-digital, the third being social media, and the fourth being “owned” media. PR is most effective when it engages audiences through each of the four parts of the media ecosystem. In this new world, PR provides all stake- holders with a continuous two-way flow of information, as part of a genuine conversation with the organization about its services and products. This overview by Richard Edelman is followed by a section by Robert Holheim on India, a section by Mark Hass on China, a section on the blogosphere by Phil Gomes, and a section on the future of public relations by Steve Rubel.
Richard Edelman Biography Robert Holdheim Biography Mark Hass Biography Phil Gomes Biography Steve Rubel Biography |
