A review of the impact of new media on public relations: challenges for terrain, practice and education

Title: A review of the impact of new media on public relations: challenges for terrain, practice and education
Creator: James, Melanie
Relation: Asia Pacific Public Relations Journal Vol. 8, p. 137-148
Relation: http://www.deakin.edu.au/arts-ed/apprj/currenti.php#9
Publisher: School of Communication and Creative Arts, Deakin University
Resource Type: journal article
Date: 2008
Description: This review paper brings together key findings from across the recent literature to enhance overall understanding of current and future challenges posed by new media to public relations. It remains unclear whether current theoretical frameworks can fully accommodate new media and evidence suggests that many public relations practitioners are struggling with the impact of new media, and especially the Internet, on their practice. Public relations educators may need to review course curricula in light of new media developments and industry responses. Possible threats and opportunities presented by new media for public relations are explored and directions for further research in this area are suggested.
Subject: public relations; new media; internet
Identifier: http://hdl.handle.net/1959.13/41388
Identifier: uon:4761
Identifier: ISSN:1440-4389
Language: eng
Reviewed

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