Public Relations and Online Engagement: Audiences, Fandom and Influencers

ISBN-13: 9780367346751 / Angielski / Twarda / 2021 / 80 str.

Amber L. Hutchins; Natalie T. J. Tindall

Opis

As media continues to evolve, social media has become even more integral to public relations activities, presenting new opportunities and challenges for practitioners.

Spis treści

1. From Slacktivism to Activism: Rihanna and Fenty Brands ‘Pull Up’ Candice Edrington 2. Saving Wynonna Earp: The Power of Fandom Melanie Bourdaa 3. Learning from the Best: A Review of Community Building, Audience Engagement, and Influencer Campaigns from the 2019 Cannes Lions Kelli S. Burns 4. Influencer Strategies and Political PR: An AOC Case Analysis Ashley Hinck and Leslie Rasmussen 5. Participatory Publics: #NASASocial Events and Fan Engagement Amber L. Hutchins 6. How Hashtag Activism and Community Upended R. Kelly’s Traditional Litigation Public Relations Push Natalie T.J. Tindall 7. Multinational Corporate Social Responsibility and Diversity: Blizzard Entertainment’s Overwatch, the Overwatch League, and LGBTQ Pride Month Elaine Venter 8. Engaging Audiences with Authenticity: The Role of Social Media in Royal Caribbean’s Hurricane Relief Effort Jessalyn Strauss and Kathleen Stansberry9. A Virus and Viral Content: The Vietnam Government’s use of TikTok for Public Health Messages during the COVID-19 Pandemic Kylie Torres