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Innovation in public relations theory and practice

Innovation in public relations theory and practice The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives.Design/methodology/approachThe approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach.FindingsAn innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated.Research limitations/implicationsThe paper examines only one case to illustrate the TNT approach.Practical implicationsThe TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations.Originality/valueThere has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Innovation in public relations theory and practice

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References (38)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1363-254X
DOI
10.1108/jcom-12-2017-0145
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives.Design/methodology/approachThe approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach.FindingsAn innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated.Research limitations/implicationsThe paper examines only one case to illustrate the TNT approach.Practical implicationsThe TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations.Originality/valueThere has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Oct 24, 2018

Keywords: Digital media; Public relations; Communication strategy; Persuasion

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