Topic: How the emergence of new digital media has helped to facilitate ethical (2 way symmetrical) public relations practice
Students will individually analyse and discuss how the emergence of new digital media has helped to facilitate ethical (2 way symmetrical) public relations practice and submit written answers (maximum 2000 words, excluding references; Harvard referencing style) in essay format to set questions.
1. Explore how corporate communication, media relations and crisis communication are influenced by new media technologies and include the analysis about the use of social media from academic research. Explore the use of digital media to facilitate a 2 way communication and engage publics and stakeholders.
2. Outline and discuss how social and digital media can be used for image, reputational purposes. Explain if social media is being used either effectively or poorly for image and reputational purposes. Support your arguments with academic research.
3. Explain how 2 way communication relates to PR practice using digital media. Analyse how the most important principles (2 way communication) and theories of public relations apply. Please refer to contemporary public relations theories to support your answer, using references to literature and academic research.
IMPORTANT: I’ll upload 4 pictures, you have to use the “GRUNIG’S FOUR MODELS OF PUBLIC RELATIONS” in the picture named “Model 2”. And you must use just one theory in those 22 theories from “Theory” and “Theory 2”.
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