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With the changing media environment and the evolving online atmosphere, traditional media relations strategies (e.g., news release and media kit preparation and distribution) are shifting to practices that are more relevant to a social media environment. The purpose of this article is to define...
This article examines the role of different online and social media channels in constructing organizational image. Bimodal network analysis was used to examine 6 months of self-presentation by natural supermarket chain Whole Foods through its online press room, blog, and microblogging account....
Using a posttest-only experimental design with control (N = 409), this study investigated the role of nondisclosure and its impact on perceived relational maintenance strategies in the context of social media campaigns through the relational theory of public relations. As one of the first...
This case study examines the Obama presidential campaign's use of the participatory Internet to manage its grassroots campaign. Grounded in relationship-management theory and dialogic principles in online relationship building, the study analyzed interviews with campaign staff, its Web site, and...
This study reports findings from a survey of 281 public relations practitioners in public health departments serving 4 distinct sizes of communities—urban, suburban, large town, and rural—in 48 states. Based on diffusion of innovations theory, the overall purpose of the study is to examine the...
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