Ethical Practice Of Social Media In Public Relations by Marcia W. DistasoEthical Practice Of Social Media In Public Relations by Marcia W. Distaso

Ethical Practice Of Social Media In Public Relations

EditorMarcia W. Distaso, Denise Sevick Bortree

Hardcover | May 5, 2014

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Given the high rate of social media use by the public, organizations are compelled to engage with key audiences through these outlets. Social media engagement requires organizations to actively participate with public groups, and this highly-interactive exchange raises a new set of ethical concerns for communicators. In this rapidly changing communications environment, the long-term implications of social media are uncertain, and this book provides the much needed research to understand its impact on audiences and organizations.

Through an examination of a broad range of ethics concepts including transparency and online identities, policies, corporate responsibility, and measurement, this book explores a variety of topics important to public relations such as diversity, non-profit communication, health communication, financial communication, public affairs, entertainment communication, environmental communication, crisis communication, and non-profit communication. The chapter authors, expert scholars within their fields of public relations, offer insights drawn from original research and case study examples of ethical dilemmas raised by social media communication.

Marcia W. DiStasois Assistant Professor of Public Relations in the College of Communications at Pennsylvania State University, USDenise Sevick Bortreeis Associate Professor of Communications at Pennsylvania State University, US
Title:Ethical Practice Of Social Media In Public RelationsFormat:HardcoverDimensions:284 pages, 9.02 × 5.98 × 0.98 inPublished:May 5, 2014Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415727537

ISBN - 13:9780415727532

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Table of Contents

Foreword: Social Media is Lost without a Social Compass Brian Solis IntroductionMarcia W. DiStaso and Denise Sevick Bortree Part I: Transparency and Online Identities  1. Openness and Disclosure in Social Media Efforts: A Frank Discussion withFortune 500andPhilanthropy 400Communication LeadersRichard D. Waters 2. Considerations Regarding Ghost Blogging and Ghost CommentingTiffany Derville Gallicano, Thomas H. Bivins, and Yoon Y. Cho 3. Bank of America's Facebook Engagement Challenges its Claims of "High Ethical Standards"Marcia W. DiStaso 4. Natural or Not? A Case Study of Kashi's Viral Photo Crisis on FacebookHilary Fussell Sisco Part II: Social Media Policies 5. Private Conversations on Public Forums: How Organizations are Strategically Monitoring Conversations and Engaging Stakeholders on Social Media SitesTina McCorkindale 6. To Tweet or Not to Tweet: An Analysis of Ethical Guidelines for the Social Media Engagement of Nonprofit OrganizationsMarcus Messner  Part III: Corporate Responsibility  7. Social Media as a CSR Communication Channel: The Current State of PracticeKati Tusinski Berg and Kim Bartel Sheehan 8. Corporate Social Responsibility in Environmental Crisis: A Case Study of BP's YouTube Response to the Deepwater Horizon CrisisDeniseSevick Bortree 9. Nestl'nd Greenpeace: The Battle in Social Media for Ethical Palm Oil SourcingW. Timothy Coombs 10. Coca-Cola, Community, Diversity and Cosmopolitanism: How Public Relations Builds Global Trust and Brand Relevance with Social MediaNneka Logan and Natalie T. J. Tindall Part IV: Ethical Frameworks for Communication 11. The Dialogic Potential of Social Media: Assessing the Ethical Reasoning of Companies' Public Relations on Facebook and TwitterAngela M. Lee, Homero Gil de Zu'iga, Renita Coleman, and Thomas J. Johnson 12. Journalists and Corporate Blogs: Identifying Markers of CredibilityKirsten A. Johnson and Tamara L. Gillis 13. Authority Crisis Communication vs. Discussion Forums: Swine FluP'i M. Tirkkonen and Vilma Luoma-aho 14. Government Gone Wild: Ethics, Reputation, and Social MediaKaye D. Sweetser 15. Understanding the Ethical and Research Implications of Social MediaShannon A. Bowen and Don W. Stacks

Editorial Reviews

"Each chapter offers challenging discussion questions and suggestions for additional readings... Overall the editors were successful in introducing multiple layers of ethical considerations in relation to social media... Thus, the book would serve as an excellent book in a communication research course, as well as public relations ethics and research courses." - Jennifer F. Wood, Millersville University of Pennsylvania, Communication Research Trends