[Commlist] New book announcement: Public Relations and the Digital

*New book announcement*


*Public Relations and the Digital: Professional Discourses and Change *

*by Clea Bourne*


This new volume is part of Palgrave’s /Communicating in Professions and 
Organizations/ series, which explores professional discourses.


‘Public Relations and the Digital’ examines inter-professional struggles 
between the public relations (PR) profession and adjacent fields 
including advertising, marketing, journalism, and the high tech 
industry, to make sense of the changing nature of PR work amidst digital 
platformisation.

The introductory chapter puts the PR profession into context by locating 
public relations as an occupation that is heavily defined by the markets 
it serves, as well as by turf wars with adjacent occupations, and now, 
increasingly by Big Tech i.e. digital platforms and platform capitalism. 
The second chapter sets out a discourse analytical method for exploring 
how professions speak collectively via public documents such as 
recruitment ads, corporate blogs, journalism, webinars and brochures.

Five data chapters then analyse different aspects of PR's professional 
boundary-work for, delving into requirements of modern PR practitioners 
in the digital age. E.g. Chapter 3 focuses on recruitment demands, 
comparing PR recruitment ads with ads for digital marketing and social 
media management. Chapter 4 looks at the rising demand for iterative 
forms of digital creativity. Chapter 5 looks at race in PR, a problem 
now exacerbated in the digital age. Chapters 6 and 7 examine the past, 
present and future of social media, digital platforms and artificial 
intelligence.

The final chapter brings the book’s central arguments together 
considering futures in which professional work becomes more 
disarticulated and determined by digital platforms, while considering 
alternative futures for PR (and all professions) in refocusing 
professional identities on representing voice and advocating from the 
margins.


*Table of Contents*

Chapter 1 - Public Relations in the Digital Age

Chapter 2 - Public Relations’ Professional Boundary Work

Chapter 3 - Be Digital

Chapter 4 - Be Creative

Chapter 5 - Be Included

Chapter 6 - Be Social

Chapter 7 - Be Postman

Chapter 8 - Conclusion: Be Platformised


‘Public Relations and the Digital’ link here - 
https://link.springer.com/book/10.1007/978-3-031-13956-7 
<https://link.springer.com/book/10.1007/978-3-031-13956-7>


Clea Bourne is a Senior Lecturer at Goldsmiths, University of London - 
(c.bourne /at/ gold.ac.uk) <mailto:(c.bourne /at/ gold.ac.uk)> - 
https://www.gold.ac.uk/media-communications/staff/bourne/ 
<https://www.gold.ac.uk/media-communications/staff/bourne/>


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