Description
As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success.
The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.
Author's/Editor's Biography
Elif Esiyok (Ed.)
Elif Esiyok received her PhD. in Public Relations and Publicity from the Gazi University in 2015. She is currently working in Atilim University, Management Faculty, Public Relations and Advertising Department as an Associate Professor. She teaches courses on media planning, advertising design, campaign planning and organizational communication. Her research areas are advertising, social media, consumption culture and media, media and body image.