COMM411: Public Relations

Read Chapters 5 through 9, which describe how PR professionals have capitalized on the popularity of social media channels to reach diverse audiences. Understanding the two-way nature and immediacy of social media message strategies is key to developing these channels, an environment that epitomizes 24-7 communication. PR practitioners need to understand their audience to tell their company stories in ways that keep them engaged and returning, as in conversation. The technology allows companies to monitor and curate their communications: the data becomes a corporate asset they can use to create and implement even more successful social media campaigns and programs.