{"product_id":"public-relations-and-the-digital-professional-discourse-and-change-9783031139550","title":"Public Relations and the Digital: Professional Discourse and Change","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis book takes a people-centred approach to the ever-fluid and rapidly-transforming professional world of public relations (PR) in the age of digital platforms. As everyday PR work becomes increasingly shaped by the platform economy, this is transforming how the PR profession talks about itself, its issues and concerns. Drawing on different textual genres and discursive strategies, the author examines the shifting boundaries between PR and adjacent fields such as advertising, marketing and journalism – and illuminates varied lifeworlds of PR professionals from different backgrounds, races and genders. Written for academics, practitioners and those interested in the world of public relations, the book will also be enjoyed by young professionals working in this interesting and fast-changing occupation.\u003c\/p\u003e\u003cbr\u003e\u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eChapter 1 – Public Relations in the Digital Age\u003cp\u003eIntroduction: Platformising the Public Relations Profession\u003c\/p\u003e  \u003cp\u003eDisarticulating PR Skills\u003c\/p\u003e  \u003cp\u003eStubbornness of Legacy Discourses\u003c\/p\u003e  \u003cp\u003ePublic Relations as Professional Discourse\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eDifferent Cultures and Working Lives\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eFeminisation\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003ePR in Societal Discourses\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003ePR as Attractive, Creative Career\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003ePR’s Critical Moment\u003c\/p\u003e  \u003cp\u003e“It is the People Who Dance…”\u003c\/p\u003e  \u003cp\u003ePR’s Professional Discourses: Theory and Method\u003c\/p\u003e  \u003cp\u003eAuthor’s Warrant\u003c\/p\u003e  \u003cp\u003eHow the Book is Organised\u003c\/p\u003e   \u003cp\u003e\u003c\/p\u003e  \u003cp\u003eChapter 2 – Public Relations’ Professional Boundary Work\u003c\/p\u003e  \u003cp\u003eIntroduction\u003c\/p\u003e  \u003cp\u003ePR’s Discursive Boundaries\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eExpansionary Discourses\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eProtectionist Discourses\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eHybridising Discourses\u003c\/i\u003e\u003c\/p\u003e  Analysing PR’s Field-level Discourses\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eWorking with Field-Level Textual Data\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eGenres Generated by Professions\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eGenres Generated about Professions\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eGenres Generated Adjacent to Professions\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003eDiscourse Limitations\u003c\/p\u003e  Conclusion\u003cp\u003e\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eChapter 3 – Be Digital\u003c\/p\u003e  \u003cp\u003ePR’s Digital ‘Technophobia’\u003c\/p\u003e  Hybridising Roles and Digital Capital\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eRecruitment Ads as Discursive Texts\u003c\/p\u003e  \u003cp\u003eExpansionary Language of Content Production\u003c\/p\u003e  Hybridising: Data-driven Roles\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eProtecting Traditional PR Skills\u003c\/p\u003e  \u003cp\u003eContent Production – Platforms’ Knowledge Apparatus\u003c\/p\u003e  Conclusion: Small World Relationships vs Big Data Personas \u003cp\u003e\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eChapter 4 – Be Creative\u003c\/p\u003e  \u003cp\u003eWho Owns Creativity?\u003c\/p\u003e  \u003cp\u003eClient-driven Creative Processes\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eDefining PR Creativity\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003eTechnocapitalism and Commodified Creativity\u003c\/p\u003e  Platform Tools and Beta-creativity\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eEdelman Corporate Insights: Positioning ‘Earned Creative’ as PR Specialism\u003c\/p\u003e  \u003cp\u003eProtecting PR as a Stand-alone Discipline\u003c\/p\u003e  Expanding into Advertising’s Creative Territory\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eHybridising PR and Data\u003c\/p\u003e  \u003cp\u003eConclusion: Blurring Creative Boundaries\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eChapter 5 – Be Included\u003c\/p\u003e  \u003cp\u003eIntroduction: Diversity Avalanche\u003c\/p\u003e  \u003cp\u003eDiversity and Racial Capitalism\u003c\/p\u003e  Protecting Professional Habitus of Whiteness\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eDiversity: Driving Global Expansion\u003c\/p\u003e  \u003cp\u003eCreative Hybridisation through Diversity\u003c\/p\u003e  CIPR Webinar and \u003ci\u003eRace in PR \u003c\/i\u003eReport\u003cp\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eDiversity Dividend: PR’s Unwanted Morality Tale\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003eBlack Bodies, White Spaces: When Black Professionals are ‘Disappeared’\u003c\/p\u003e  White Ignorance: Communicators Refuse to ‘Boundary Span’\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eEnforced Silences: Don’t Talk about Racism\u003c\/p\u003e  \u003cp\u003eConclusion: Digital Platforms and Racial Capitalism\u003c\/p\u003e   \u003cp\u003e\u003c\/p\u003e  \u003cp\u003eChapter 6 – Be Social\u003c\/p\u003e  \u003cp\u003ePR in an Era of Hypervisibility\u003c\/p\u003e  \u003cp\u003ePR in Financial Markets\u003c\/p\u003e  \u003cp\u003eMonsters as Boundary Phenomena\u003c\/p\u003e  \u003cp\u003eCorporate Communicators and Journalists: Professional Imperatives\u003c\/p\u003e  \u003cp\u003eMonstrous Discourses: Goldman Sachs’ PR \u003c\/p\u003e  Goldman Sachs in the News\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eJournalism vs PR Discourses\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eFinancial Journalists Protect their Expert ‘Borders’ from Alt Media\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eCommunication Chiefs Defend PR’s Professional Borders\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eGoldman’s PR Chief Mounts Defence by Proxy\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003eConclusion: Hypervisibility, Sociality and Professional Monsters\u003c\/p\u003e   \u003cp\u003e\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eChapter 7 – Be Posthuman\u003c\/p\u003e  \u003cp\u003eIntroduction\u003c\/p\u003e  Digital Humans, Digital Employees\u003cp\u003e\u003c\/p\u003e  \u003cp\u003eUnderstanding AI\u003c\/p\u003e  \u003cp\u003eAI in Everyday PR\u003c\/p\u003e  \u003cp\u003eProfessionalism, AI and the Posthuman PR Practitioner\u003c\/p\u003e  \u003cp\u003eCheerleading ‘Digital Employees’\u003c\/p\u003e  \u003cp\u003e\u003ci\u003e‘Digital Employees’ Expand into the Service Economy\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eHybridised PR under Martech Control?\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003ePR-AI Client Relations: The Everyman that’s Always On\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eWhat if the Client Were an Algorithm?\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003eConclusion: Whither the PR Strategist?\u003c\/p\u003e   \u003cp\u003e\u003c\/p\u003e  \u003cp\u003eChapter 8 – Conclusion\u003c\/p\u003e  \u003cp\u003ePR and the Digital: Field-level Discourses\u003c\/p\u003e  \u003cp\u003eThe PR Profession: Boundary-work with Advertising and Marketing\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eClosing the Production-Consumption Gap: New Platformised Professions\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003eThe PR Professional: Individual Boundary Struggles\u003c\/p\u003e  \u003cp\u003eReconfiguring PR knowledge in the Digital Age\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eUpstream: Big Data Ownership, Management and Strategy\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eMidstream: Evolving Roles and Influence\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eDownstream: Battle for Content Production\u003c\/i\u003e\u003c\/p\u003e  Platforms: Disarticulating Professional Work\u003cp\u003e\u003c\/p\u003e  \u003cp\u003ePR Futures\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eClient vs Platform Imperatives\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003ePR Problems, Solutions and Agency\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e\u003ci\u003ePR: Representing the Digital Commons?\u003c\/i\u003e\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e","brand":"Springer International Publishing AG","offers":[{"title":"Default Title","offer_id":53516337152343,"sku":"9783031139550","price":999.99,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/public-relations-and-the-digital-professional-discourse-and-change-9783031139550","provider":"Book Curl","version":"1.0","type":"link"}