دانلود مقاله ISI انگلیسی شماره 44320
ترجمه فارسی عنوان مقاله

مردم دیجیتالی: پیگیری و رسیدن به آنها

عنوان انگلیسی
Digital publics: Tracking and reaching them
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
44320 2015 6 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Public Relations Review, Volume 41, Issue 2, June 2015, Pages 272–277

ترجمه کلمات کلیدی
مردم - روابط عمومی - رسانه های اجتماعی - برنامه ریزی استراتژیک
کلمات کلیدی انگلیسی
Publics; Public relations; Social media; Strategic planning
پیش نمایش مقاله
پیش نمایش مقاله  مردم دیجیتالی: پیگیری و رسیدن به آنها

چکیده انگلیسی

Even with social media we still have not reached a point where there is a general public in public relations. The challenge, then, is how to identify a broader range of potential recipients—or a larger public. Rather than the non-existent general public, the authors propose the term “latent diffused publics”—a term that combines the theoretical work of James Grunig and the linkages of Esman from the 1970s. The latent element of this type of public suggests that the public is out there ready to respond, but will not do so until triggered by a message. The diffused aspect refers to a public that is difficult or impossible to identify until it responds to the message. We believe that identifying a potential new type of public is more realistic as we move deeper and deeper into the era of social media communication.