Introduction

2020 ◽  
pp. 1-14
Author(s):  
James M. Jasper ◽  
Michael P. Young ◽  
Elke Zuern
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Building Blocks ◽  
Two Dimensions ◽  
Visual Images ◽  
Electoral Campaigns ◽  
Corporate Public Relations ◽  
Character Work

Public characters, especially the main versions of heroes, villains, victims, and minions, represent central building blocks in the reputations of groups and individuals. Character work is devoted to crafting familiar images, especially of strategic players and even more especially of political players, that influence audiences primarily by suggesting the emotions they are supposed to feel about the characters. The characters are defined along two dimensions: as weak or strong and as moral or immoral. Public characters are often found in stories, but they are also created through visual images. In an era of corporate public relations, carefully orchestrated electoral campaigns, and social media, character work has never been more influential—or more ignored.

Fifty Shades of Green

Ecopiety ◽  
2019 ◽  
pp. 41-67
Author(s):  
Sarah McFarland Taylor
Keyword(s):  
Social Media ◽  
Popular Culture ◽  
Public Relations ◽  
Digital Technologies ◽  
Moral Self ◽  
Mass Market ◽  
Corporate Public Relations ◽  
Corporate Practice ◽  
Insight Into ◽  
Fifty Shades Of Grey

Chapter 2 attends to the role played by “moral offsets” and what socialpsychologists term “moral self-licensing” in intertwined stories of ecopiety and consumopiety in the nottotally unrelated realms of both popular erotic fiction and corporate public relations messaging.Reading across platforms, this chapter teases out various portrayals of environmental “sin” and “virtue,”juxtaposing the corporate public relations practice of “greenwashing” with the “eco-pious” storying of CEO and philanthropist protagonist Christian Grey in the popular mass-market romance Fifty Shades of Grey. As critics/activists use social media to organize and voice objections both to the corporate practice of public relations “greenwashing” and to the romanticized representations of abusive power in Fifty Shades, these protesters wield digital technologies as tools of narrative interruption and contestation. Their citizen interventions and “transformative works” of media offer insight into the participatory dynamics of what the chapter argues is an emergent environmental economy of virtue as mediated through popular culture.

Arenas of Character Work

2020 ◽  
pp. 94-120
Author(s):  
James M. Jasper ◽  
Michael P. Young ◽  
Elke Zuern
Keyword(s):  
Public Relations ◽  
Institutional Environments ◽  
Protest Movements ◽  
Legal Proceedings ◽  
Media And Politics ◽  
Corporate Public Relations ◽  
The Media ◽  
Character Work

This chapter examines how institutional environments elicit and shape character work. Their reputed characters help or hinder players in a range of strategic arenas. This chapter explores the founding of nations, mobilization for war, corporate public relations, protest movements, elections, and legal proceedings for the nuances of character work in each of them. The media and politics often intersect, especially to stoke outrage through the identification of villains. Rumors, scandals, and gossip affect characters in subtle and sometimes sudden ways. The character work in these public arenas shows how much is at stake in the politics of reputation and blame.

Making Twitter Work For You

ASHA Leader ◽  
2013 ◽  
Vol 18 (5) ◽  
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Speech Language Pathologists

As professionals who recognize and value the power and important of communications, audiologists and speech-language pathologists are perfectly positioned to leverage social media for public relations.

Web-Based Financial Reporting: An Interpretative Model for Corporate Communications on Social Media

2017 ◽  
pp. 79-112
Author(s):  
Paola Ramassa ◽  
Costanza Di Fabio
Keyword(s):  
Social Media ◽  
Financial Reporting ◽  
Building Blocks ◽  
Corporate Communications ◽  
Distinctive Features ◽  
Financial Communication ◽  
Use Of Social Media ◽  
Key Aspects ◽  
And Diffusion ◽  
Interpretative Model

This paper aims at contributing to financial reporting literature by proposing a conceptual interpretative model to analyse the corporate use of social media for financial communication purposes. In this perspective, the FIRE model provides a framework to study social media shifting the focus on the distinctive features that might enhance web investor relations. The model highlights these features through four building blocks: (i) firm identity (F); (ii) information posting (I); (iii) reputation (R); and (iv) exchange and diffusion (E). They represent key aspects to explore corporate communication activities and might offer a framework to interpret to what degree corporate web financial reporting exploits the potential of social media. Accordingly, the paper proposes metrics based on this model aimed at capturing the interactivity of corporate communications via social media, with a particular focus on web financial reporting. It tries to show the potential of this model by illustrating an exploratory empirical analysis investigating to what extent companies use social media for financial reporting purposes and whether firms are taking advantage of Twitter distinctive features of interaction and diffusion.

The Influence of Strategic Orientation on Firm Performance Mediated by Social Media Orientation at MSMEs

2018 ◽  
Vol 4 (08) ◽  
Author(s):  
Aekram Faisal ◽  
Asep Hermawan ◽  
Willy Arafah
Keyword(s):  
Social Media ◽  
Firm Performance ◽  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Two Dimensions ◽  
Strategic Orientation ◽  
Equation Modeling ◽  
Learning Orientation ◽  
Technological Orientation ◽  
Media Orientation

The main purpose of this research is to analyze the influence of strategic orientation on firm performance mediated by social media orientation at MSMEs. Strategic orientation includes market orientation, entrepreneurial orientation, technological orientation, and learning orientation. The design used in this research is hypothesis testing by using Structural Equation Modeling (SEM). The respondent population of this research is all owners or managers of MSMEs located in DKI Jakarta area and have been running their business for at least 2 (two) years, and have used social media in their business. This study used a sample of respondents. The sampling was done by using non-probability sampling technique with purposive sampling method with 321 respondents. The results of this study show that only learning orientation has a direct effect on firm performance, while for market orientation and entrepreneurial orientation requires mediation role from social media orientation, and for technological orientation either directly or after mediation by social media orientation still has no effect significant to firm performance. The variable that has the greatest influence on firm performance after mediated by social media orientation is the entrepreneurial orientation. The results of this study provide insight for MSMEs practitioners, in order to use their strategic activities to increase the use of social media so as to improve the firm performance. This study has limitations, including not detailing the construct dimension of social media orientation into two dimensions of visibility and Sales and business development, and the sample of respondents from this study is only the perpetrators of MSMEs located in the area of DKI Jakarta. This can be a suggestion for further research. The model proposed in this study is to add the role of social media orientation as a mediation variable in the relationship between strategic orientation with firm performance.

The Specific Features of Public Relations Maintained by Libraries, Acting as Cultural Institutions

2020 ◽  
Vol 4 (1) ◽  
pp. 145-152
Author(s):  
Radosław Molenda
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Environment ◽  
Review Article ◽  
Cultural Institutions ◽  
Negative Stereotypes ◽  
The Public ◽  
The Social ◽  
Public Consciousness ◽  
Significant Question

Showing the specificity of the work of the contemporary library, and the variety of its tasks, which go far beyond the lending of books. The specificity of the library’s public relations concerning different aspects of its activity. The internal and external functions of the library’s public relations and their specificity. The significant question of motivating the social environment to use the offer of libraries, and simulta-neously the need to change the negative perception of the library, which discourages part of its poten-tial users from taking advantage of its services. The negative stereotypes of librarians’ work perpetuated in the public consciousness and their harmful character. The need to change the public relations of libra-ries and librarians with a view to improving the realization of the tasks they face. Showing the public relations tools which may serve to change the image of librarians and libraries with particular emphasis on social media. This article is a review article, highlighting selected research on the librarian’s stereo-type and suggesting actions that change the image of librarians and libraries.

Value cocreation behavior of customers and companies on the Weibo social media platform

2020 ◽  
Vol 48 (3) ◽  
pp. 1-11
Author(s):  
Huiqin Zhang ◽  
Hai Lan ◽  
Xudong Chen
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Customer Value ◽  
Two Dimensions ◽  
Customer Participation ◽  
Citizenship Behavior ◽  
Generation Process ◽  
Social Media Platform ◽  
Value Cocreation ◽  
Media Platform

The Weibo social media platform in China has an important role in the value-generation process between a company and a customer. We investigated the relationship between the service quality provided on a company's Weibo page and the two dimensions of customer value cocreation behavior, namely, participation and citizenship, as well as the moderating effect of collectivism on this relationship. Participants were 354 active users of Weibo. Our findings confirmed that the service quality provided on a company's Weibo page was critical to the generation of customer value cocreation behavior. Further, collectivism moderated this relationship, with higher levels of collectivism strengthening the Weibo page service quality and customer value cocreation behavior relationship. In addition, customer citizenship behavior was positively related to customer perceptions of brand image, whereas customer participation was not. Implications for companies in the Chinese context are discussed.

Wykorzystanie mediów społecznościowych w komunikacji z klientem na przykładzie firm sektora piwowarskiego

2015 ◽  
pp. 161-176 ◽  
Author(s):  
Piotr Szamrowski ◽  
Adam Pawlewicz
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Small Enterprises ◽  
Brewing Industry ◽  
Video Sharing ◽  
Advantages And Disadvantages ◽  
Media Platform ◽  
The Individual ◽  
Media Channels ◽  
Regional Character

The main objective of this paper is to identify the platforms and social media tools utilized by the brewing industry in communication with the stakeholders, mainly with potential clients. In addition, the study sought to determine the nature of the published content, identify those responsible for their management, and present the advantages and disadvantages of their conduct in communication and creating the image of the company. The results indicate that only 25% of the surveyed companies do not use social media in PR. This applies only to small enterprises, with regional character. All the major brewing companies in their public relations activities use at least one type of social media, focusing in most cases on social networking (Facebook) and Video Sharing (YouTube). In addition, some of the largest brands included in the individual equity groups have their own social media channels used to communicate with the stakeholders. General promotion of company products and, what is very important, creating a dialogue with social media platform community, were seen as the most important benefits of using social media.

Convergence of Public Relations Texts in Social Media

2021 ◽  
Author(s):  
Liudmila V. Balakhonskaya ◽  
Vitaly V. Balakhonsky ◽  
Aelita T. Sagiyeva
Keyword(s):  
Social Media ◽  
Public Relations

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110302
Author(s):  
Nor Hasliza Md Saad ◽  
Zulnaidi Yaacob
Keyword(s):  
Social Media ◽  
Building Blocks ◽  
Media Content ◽  
Fashion Industry ◽  
Personal Brand ◽  
Branding Strategies ◽  
Social Media Presence ◽  
Personal Branding ◽  
The Masses

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

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