Ethical Practice of Social Media in Public Relations (eBook, ePUB)

Redaktion: Distaso, Marcia; Bortree, Denise

• Format: ePub

Produktbeschreibung

Given the high rate of social media use by the public, organizations are compelled to engage with key audiences through these outlets. Social media engagement requires organizations to actively participate with public groups, and this highly-interactive exchange raises a new set of ethical concerns for communicators. In this rapidly changing communications environment, the long-term implications of social media are uncertain, and this book provides the much needed research to understand its impact on audiences and organizations.

Through an examination of a broad range of ethics concepts including transparency and online identities, policies, corporate responsibility, and measurement, this book explores a variety of topics important to public relations such as diversity, non-profit communication, health communication, financial communication, public affairs, entertainment communication, environmental communication, crisis communication, and non-profit communication. The chapter authors, expert scholars within their fields of public relations, offer insights drawn from original research and case study examples of ethical dilemmas raised by social media communication.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 284
• Erscheinungstermin: 27. Juni 2014
• Englisch
• ISBN-13: 9781317917892
• Artikelnr.: 41327517

Autorenporträt

Marcia W. DiStaso is Assistant Professor of Public Relations in the College of Communications at Pennsylvania State University, US Denise Sevick Bortree is Associate Professor of Communications at Pennsylvania State University, US

Inhaltsangabe

Foreword: Social Media is Lost without a Social Compass Brian Solis
Introduction Marcia W. DiStaso and Denise Sevick Bortree Part I:
Transparency and Online Identities 1. Openness and Disclosure in Social
Media Efforts: A Frank Discussion with Fortune 500 and Philanthropy 400
Communication Leaders Richard D. Waters 2. Considerations Regarding Ghost
Blogging and Ghost Commenting Tiffany Derville Gallicano, Thomas H. Bivins,
and Yoon Y. Cho 3. Bank of America's Facebook Engagement Challenges its
Claims of "High Ethical Standards" Marcia W. DiStaso 4. Natural or Not? A
Case Study of Kashi's Viral Photo Crisis on Facebook Hilary Fussell Sisco
Part II: Social Media Policies 5. Private Conversations on Public Forums:
How Organizations are Strategically Monitoring Conversations and Engaging
Stakeholders on Social Media Sites Tina McCorkindale 6. To Tweet or Not to
Tweet: An Analysis of Ethical Guidelines for the Social Media Engagement of
Nonprofit Organizations Marcus Messner Part III: Corporate Responsibility
7. Social Media as a CSR Communication Channel: The Current State of
Practice Kati Tusinski Berg and Kim Bartel Sheehan 8. Corporate Social
Responsibility in Environmental Crisis: A Case Study of BP's YouTube
Response to the Deepwater Horizon Crisis Denise Sevick Bortree 9. Nestlé
and Greenpeace: The Battle in Social Media for Ethical Palm Oil Sourcing
W. Timothy Coombs 10. Coca-Cola, Community, Diversity and Cosmopolitanism:
How Public Relations Builds Global Trust and Brand Relevance with Social
Media Nneka Logan and Natalie T. J. Tindall Part IV: Ethical Frameworks for
Communication 11. The Dialogic Potential of Social Media: Assessing the
Ethical Reasoning of Companies' Public Relations on Facebook and Twitter
Angela M. Lee, Homero Gil de Zuñiga, Renita Coleman, and Thomas J. Johnson
12. Journalists and Corporate Blogs: Identifying Markers of Credibility
Kirsten A. Johnson and Tamara L. Gillis 13. Authority Crisis Communication
vs. Discussion Forums: Swine Flu Päivi M. Tirkkonen and Vilma Luoma-aho
14. Government Gone Wild: Ethics, Reputation, and Social Media Kaye D.
Sweetser 15. Understanding the Ethical and Research Implications of Social
Media Shannon A. Bowen and Don W. Stacks