Strategic Communication, Social Media and Democracy: The challenge of the digital naturals (Routledge New Directions in PR & Communication Research)

Today almost everyone in the developed world spends time online and
anyone involved in strategic communication must think digitally. The
magnitude of change may be up for debate but the trend is unstoppable,
dramatically reconfiguring business models, organisational structures
and even the practice of democracy.
Strategic Communication, Social Media and Democracy provides a wholly
new framework for understanding this reality, a reality that is
transforming the way both practitioners and theoreticians navigate this
fast-moving environment. Firmly rooted in empirical research, and
resisting the lure of over-optimistic communication dreams, it explores
both the potential that social media offers for changing the
relationships between organisations and stakeholders, and critically
analyses what has been achieved so far.
This innovative text will be of great interest to researchers, educators
and advanced students in strategic communications, public relations,
corporate communication, new media, social media and communication
management.