Archive for publications, 2022

[Previous message][Next message][Back to index]

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

Mon Nov 21 20:19:25 GMT 2022






*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/>


---------------
The COMMLIST
---------------
This mailing list is a free service offered by Nico Carpentier. Please use it responsibly and wisely.
--
To subscribe or unsubscribe, please visit http://commlist.org/
--
Before sending a posting request, please always read the guidelines at http://commlist.org/
--
To contact the mailing list manager:
Email: (nico.carpentier /at/ commlist.org)
URL: http://nicocarpentier.net
---------------




[Previous message][Next message][Back to index]