Includes bibliographical references and index.

Pt. 1. Introduction -- Ch. 1. State of the field: Research trajectories in new media and public relations / Sandra Duhé -- Pt. 2. Emerging ideas – Overview / Sandra Duhé -- Ch. 2. Where have public gone? The absence of publics in new media research / Dejan Vercic, Ana Tkalac Vercic, and Krishnamurthy Sriramesh -- Ch. 3. Personability is the new likeability: The importance of creating a persona for public relations in social media / Soo-Kwang (Klive) Oh -- Ch. 4. Visual modalities in online public relations and marketing: The role of emojis / Michail Vafeiadis -- Ch. 5. New media, vlogging and public relation historiophoty / Jordi Xifra and Maria-Rosa Collell -- Ch. 6. Cognitive listening theory and public relations practice in new media / Jeffrey D. Brand and Melissa L. Beall -- Pt. 3. Corporate – Overview / Sandra Duhé -- Ch. 7. Mobile corporate communication: Potentials and comtemporary practices / Cornelia Wolf and Ansgar Zerfass -- Ch. 8. What’s ROI got to do with it? / Yi Grace Ji, Zifei “Fay” Chen, Cong Li, and Don W. Stacks -- Ch. 9. Blurring the lines between personal and organizational identity: The role of identity construction on twitter when Leaders change organizations / Sarah Bonewits Feldner and Kati Tusinski Berg -- Ch. 10. Strategically disconnected: The great divide between what banks provide and what publics want on social media / Marcia W. DiStaso and Chelsea Amaral -- Ch. 11. New Media in Investor relations / Alexander V. Laskin -- Ch. 12. Fortune 500 social media policies: a content analysis study / Daradirek “Gee” Ekachai and David L. Brinker, Jr. -- Pt. 4. Nonprofit and education – Overview / Sandra Duhé -- Ch. 13. Blending dialogic and relationship management theories: Developing an integrated social media communication model for the non-profit sector / Karen E. Sutherland and Angela K. Y. Mak -- Ch. 14. Ethics of control mutuality and implications for social media practice in the nonprofit sector / Diana C. Sisson. Ch. 15 Building digital Bridges through Evidence-Based Practices in Social Media Pedagogy / Karen Freberg -- Ch. 16. Ethical implications of organizations engaging on social media: An application of the ethic of care philosophy / Tina McCorkindale. Ch. 17. Extending ethical public relations: Practitioners’ attitudes and perceptions about acceptable professional activities in social media / Margalit Toledano -- Pt. 6. Activism – Overview / Sandra Duhé -- Ch. 18. The changes in Modern activist communication: Theoretical insights into new challenges for public relations / Romy Fröhlich -- Ch. 19. Understanding communicative activism of publics in digital network society: A taxonomy of digitalized communicative actions / Yeunjae Lee, Myoung-Gi Chon, Yu Won Oh, and Jeong-Nam Kim -- Ch. 20. The use of blogging as online grassroots activism: Analysis of the scott sisters case / Jae-Hwa Shin, Thomas Broadus, Melody T. Fisher, and Riva R. Brown -- Pt. 7. Community management – Overview / Sandra Duhé -- Ch. 21. Hashtags for health? On the strategic use of hashtags in the multi-sectoral advocacy coalition / Richard D. Waters, Gregory D. Saxton, Jerome Niyirora, and Chao Guo -- Ch. 22. Responsiveness and interactivity: Relational maintenance strategies in an online environment / Ruth Avidar -- Ch. 23. The democracy of Reddit: Transparency and two way communication in online communication management / Amber L. Hutchins and Natalie T.J. Tindall -- Ch. 24. The challenge of true engagement: How 21st century gay pride organizations strategically use social media to mobilize key stakeholders / Dean E. Mundy. Ch. 25. Perception is reality: Understanding tactics that enhance or diminish credibility in social media / Carolyn Mae Kim -- Pt. 8. Crisis management – Overview / Sandra Duhé -- Ch. 26. A communicatively constituted online crisis: A theoretical proposition for studying crisis development in social media communicative interactions / Chiara Valentini, Stefania Romenti, and Dean Kruckeberg. Ch. 27. Digital naturals and the rise of paracrises: The shape of modern crisis communication / W. Timothy Coombs. Ch. 28. From text, to the static image, to live-streaming apps: An overview of social media technology use during the critical period of a crisis / Joe Downing. Ch. 29. Picture this and take that: strategic crisi visuals and visual social media (VSM) in crisis communication / Yan Jin, Lucinda Austin, Jeanine P.D. Guidry, and Candace Parrish -- Ch. 30. Back to basics: Examining key demographics in new media and crisis communication / Brooke Fisher Liu, Julia Daisy Fraustino, and Yan Jin.