User-Oriented Appropriateness: A Theoretical Model of Written Text on Facebook for Improved PR Communication

by Benjamin Gust

Overview

Public Relations is fundamentally concerned with communication –– but social networking sites such as Facebook have influenced the way people communicate with one another and interpret text-based communication online. PR people who have grown up using traditional media often struggle with the new, digital world and its unfamiliar techniques and language. An increasing number of users, on the other hand, expect a different form of organisational communication. Benjamin Gust presents the new theory of user-oriented appropriateness, which is helping to communicate well in this new world of digital communication via social media.

Product Details

ISBN-13:	9783658299989
Publisher:	Springer Fachmedien Wiesbaden
Publication date:	04/03/2020
Edition description:	1st ed. 2020
Pages:	170
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

Prof. Dr. Benjamin Gust is professor for Social Media and an experienced expert in the field of social media, digital communication and community management. He has studied in Germany, the US and Great Britain and worked for several well-known international brands to help them implement social media and digital communications.

Table of Contents

Public Relations in a Social Media World.- Interpreting Human Communication: On- and Offline.- Language Practice: Online and in an Social Network Environment.- Appropriate Communication in Social Networking Sites.