{"product_id":"9781538167120-social-media","title":"Social Media","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eHow to Engage, Share, and Connect\u003cbr\u003eEmpowering students to apply proven strategies in the ever-changing social media landscape, Luttrell’s practical textbook presents frameworks for successful integrated PR campaigns across organization types. The fifth edition includes a new chapters on generative AI and on storytelling and updated analytics, discussion questions, and appendixes.\u003cbr\u003e\u003cp\u003e\u003cb\u003eWINNER 2026 Textbook Excellence Award - Textbook \u0026amp; Academic Authors Association\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReflecting the latest technological innovations and challenges of the social media landscape, the fifth edition of \u003ci\u003eSocial Media: How to Engage, Share, and Connect\u003c\/i\u003e helps students build success in integrated PR practice.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eRegina Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, “sticky” social media, and strategic campaigns. This book will become your go-to reference guide for all things social media–related as it applies to public relations and the everyday duties of PR professionals.\u003cbr\u003e\u003cbr\u003e New features of the fifth edition include:\u003cbr\u003e·       \u003cb\u003eChapter 4: Generative AI\u003c\/b\u003e covers the technology’s uses and implications for strategic communication\u003cbr\u003e·       \u003cb\u003eChapter 7: Storytelling in Social Media\u003c\/b\u003e emphasizes the art of crafting narratives that resonate with audiences\u003cbr\u003e·       \u003cb\u003eSticky Social Media\u003c\/b\u003e boxes apply chapter concepts to real brand cases\u003cbr\u003e·       \u003cb\u003eROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting) Campaigns in Action\u003c\/b\u003e boxes feature case studies of strategic, integrated PR, social media, and digital campaigns\u003cbr\u003e·       \u003cb\u003eStorytelling: Communicate, Captivate, Connect\u003c\/b\u003e boxes provide insight into how storytelling enhances communication strategies\u003cbr\u003e\u003cbr\u003e\u003cb\u003eOnline resources (bloomsbury.pub\/luttrellsocialmedia5e)\u003c\/b\u003e include lecture slides and other teaching materials for instructors and students.\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":56660882751862,"sku":"9781538167120","price":26.94,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/stand_38203155_2e1085f5-d47e-44a7-9bab-430b18a83c82.jpg?v=1763801104","url":"https:\/\/www.rarewaves.com\/products\/9781538167120-social-media","provider":"Rarewaves.com","version":"1.0","type":"link"}