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Managing Public Relations and Brand Image Through Social Media

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Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand's reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization's actions. Participation in social media is mandatory for a brand's success in this highly competitive online era. Managing Public Relations and Brand Image through ...

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Managing Public Relations and Brand Image through Social Media
2016, IGI Global, Hershey

ISBN-13: 9781522503323

Hardcover

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