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The Social Media Communication Matrix by Beki Winchel, Kenneth D. Plowman

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Part I

Strategic Communication and Social Media

The first two chapters lay the groundwork for the rest of the book; ­Chapter 1 looks at the trends in strategic communication (or public relations) and social media from both the academic and professional perspectives.

We define social media as a two-way communication and use this communication process as a bridge to public relations, where public relations practitioners can build beneficial relations between organizations and their publics and audiences. We then connect strategic ­communication and social media to strategic planning in public relations and goals and objectives.

Finally, we track industry efforts in program planning for public ­relations. Chapter 2 gets to the specifics in describing ...

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