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Author:   Clea Bourne
Publisher:   Springer International Publishing AG
Imprint:   Palgrave Macmillan
Edition:   1st ed. 2022
Weight:   0.457kg
ISBN:  

9783031139550

ISBN 10:   3031139550
Pages:   230
Publication Date:   30 September 2022
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Chapter 1 – Public Relations in the Digital AgeIntroduction: Platformising the Public Relations Profession Disarticulating PR Skills Stubbornness of Legacy Discourses Public Relations as Professional Discourse Different Cultures and Working Lives Feminisation PR in Societal Discourses PR as Attractive, Creative Career PR’s Critical Moment “It is the People Who Dance…” PR’s Professional Discourses: Theory and Method Author’s Warrant How the Book is Organised   Chapter 2 – Public Relations’ Professional Boundary Work Introduction PR’s Discursive Boundaries Expansionary Discourses Protectionist Discourses Hybridising Discourses Analysing PR’s Field-level Discourses Working with Field-Level Textual Data Genres Generated by Professions Genres Generated about Professions Genres Generated Adjacent to Professions Discourse Limitations Conclusion   Chapter 3 – Be Digital PR’s Digital ‘Technophobia’ Hybridising Roles and Digital Capital Recruitment Ads as Discursive Texts Expansionary Language of Content Production Hybridising: Data-driven Roles Protecting Traditional PR Skills Content Production – Platforms’ Knowledge Apparatus Conclusion: Small World Relationships vs Big Data Personas   Chapter 4 – Be Creative Who Owns Creativity? Client-driven Creative Processes Defining PR Creativity Technocapitalism and Commodified Creativity Platform Tools and Beta-creativity Edelman Corporate Insights: Positioning ‘Earned Creative’ as PR Specialism Protecting PR as a Stand-alone Discipline Expanding into Advertising’s Creative Territory Hybridising PR and Data Conclusion: Blurring Creative Boundaries   Chapter 5 – Be Included Introduction: Diversity Avalanche Diversity and Racial Capitalism Protecting Professional Habitus of Whiteness Diversity: Driving Global Expansion Creative Hybridisation through Diversity CIPR Webinar and Race in PR Report Diversity Dividend: PR’s Unwanted Morality Tale Black Bodies, White Spaces: When Black Professionals are ‘Disappeared’ White Ignorance: Communicators Refuse to ‘Boundary Span’ Enforced Silences: Don’t Talk about Racism Conclusion: Digital Platforms and Racial Capitalism   Chapter 6 – Be Social PR in an Era of Hypervisibility PR in Financial Markets Monsters as Boundary Phenomena Corporate Communicators and Journalists: Professional Imperatives Monstrous Discourses: Goldman Sachs’ PR Goldman Sachs in the News Journalism vs PR Discourses Financial Journalists Protect their Expert ‘Borders’ from Alt Media Communication Chiefs Defend PR’s Professional Borders Goldman’s PR Chief Mounts Defence by Proxy Conclusion: Hypervisibility, Sociality and Professional Monsters     Chapter 7 – Be Posthuman Introduction Digital Humans, Digital Employees Understanding AI AI in Everyday PR Professionalism, AI and the Posthuman PR Practitioner Cheerleading ‘Digital Employees’ ‘Digital Employees’ Expand into the Service Economy Hybridised PR under Martech Control? PR-AI Client Relations: The Everyman that’s Always On What if the Client Were an Algorithm? Conclusion: Whither the PR Strategist?   Chapter 8 – Conclusion PR and the Digital: Field-level Discourses The PR Profession: Boundary-work with Advertising and Marketing Closing the Production-Consumption Gap: New Platformised Professions The PR Professional: Individual Boundary Struggles Reconfiguring PR knowledge in the Digital Age Upstream: Big Data Ownership, Management and Strategy Midstream: Evolving Roles and Influence Downstream: Battle for Content Production Platforms: Disarticulating Professional Work PR Futures Client vs Platform Imperatives PR Problems, Solutions and Agency PR: Representing the Digital Commons?            

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Author Information

Clea Bourne is Senior Lecturer and convenor of the MA Promotional Media: Public Relations, Advertising and Marketing at Goldsmiths, University of London, UK. Her research explores how twenty-first century economies are mediatised through various actors, practices and discourses. Clea is author of Trust, Power and Public Relations in Financial Markets, and has published widely in a range of journals and edited collections.

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