David Phillips and I are delighted to have been invited to guest a special edition of the excellent journal, PRism. We are now looking for submissions for an edition we are calling Beyond Online Public Relations, to be published early in 2012.
We are looking imaginative academic papers that expand our understanding of the impact of internet on public relations theory and practice. In several recent presentations I have argued that "Today ALL PR is Online PR" and the next edition of Online Public Relations will reflect this shift.
The deadline for submitting abstracts is July 3.
We believe it is time for a fundamental reassessment of what it means to practice the discipline of PR. We are inviting contributions that either support or challenge the view that it is no longer meaningful to discuss ‘online PR'. The phrase has become a tautology, as public relations, whether framed as third party endorsement, reputation management or relationship management, is necessarily online.
We are looking for papers which:
• Discuss the implications for organisational reputation and relationships through the lens of rich online content; internet enabled interactive communication and radical reach; transparency and radical transparency; and institutional porosity and public exposure
• Extend thinking about the shape of public relations practice in 2020 and beyond, paying particular attention to the concept and PR practices affecting the dominant coalition mediated by the semantic web; values derived relationship paradigm and the “Internet of Things”
• Provide case studies that show how imaginative understandings of social media can add a new dimension to understandings of relationship management
• Articulate evolved forms of existing theory, including the Grunigian Excellence paradigm
• Offer a roadmap for integrating what was briefly considered to be “online PR” into academic study
• Examine the contribution of the growing number of social media gurus to practical and theoretical understandings of the discipline
• Examine the significance of the 2010 Stockholm Accords to practice that is not mediated by internet protocols.
The resulting edition will mark a coming of age of an evolved articulation of a discipline that can play a significant role in organisational activity.
Please do all you can to help us publicise the Call for Papers.
Please email abstracts of up to 500 words to philip.young(at)sunderland.ac.uk.
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