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

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Part III

SMC and Public Relations

The next four chapters discuss the SMC Matrix in context of four major trending topics within strategic communication or public relations: branding, crisis communication, citizen journalism, and entertainment or sports.

Some communication practitioners may be tempted to skip certain chapters within this section, thinking citizen journalism, for example, or entertainment trends do not and will not apply to their organizations. We hope to impress upon you that this thinking is a fallacy, and practitioners from all industries can find insights within each of the chapters.

In each chapter, we include case studies and relevant experiences to show how these trends can affect your brand, for better or for worse. It ...

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