Social Media

Reflecting the latest technological innovations and challenges of the social media landscape, the fifth edition of Social Media: How to Engage, Share, and Connect helps students build success in integrated PR practice. Regina Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, 'sticky' social media, and strategic campaigns. This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals. New features of the fifth edition include:* Chapter 4: Generative AI covers the technology's uses and implications for strategic communication* Chapter 7: Storytelling in Social Media emphasizes the art of crafting narratives that resonate with audiences* Sticky Social Media boxes apply chapter concepts to real brand cases* ROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting) Campaigns in Action boxes feature case studies of strategic, integrated PR, social media, and digital campaigns* Storytelling: Communicate, Captivate, Connect boxes provide insight into how storytelling enhances communication strategiesOnline resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.