Where societies have a high penetration of new technologies combined with civic engagement and consensual politics, both radical and conservative social actors are facing new challenges brought by the breaking down of communication barriers. As so-called digital naturals become the norm, the control which has customarily been exerted by strategic communication is being increasingly degraded with profound effects on the public relations profession.
Scholarly and research-based, this book explores the myriad ways in which the digital environment can alter societies’ dynamic in the public sphere. It seeks to balance both the optimism and pessimism generated by social media and considers the reality of the challenge it presents. Firmly rooted in empirical research, and avoiding the trap of an overly optimistic empowerment of communication targets, it explores both the potential social media offers for changing the relationships between organisations and stakeholders, and analyses what has been achieved so far. It will be of great interest to researchers, educators and advanced students in Strategic Communications, Public Relations, Corporate Communication, new media, social media and communication management.
W. Timothy Coombs is Professor in the Department of Communication at Texas A&M University, USA
Jesper Falkheimer is Professor in Strategic Communication at Lund University, Sweden
Mats Heide is Professor in Strategic Communication at Lund University, Sweden
Philip Young is a lecturer and researcher at Lund University, Sweden
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