0000000000244298
AUTHOR
J. Graham Spickett-jones
Brexit : Public Relations Campaign with Integrated Social Media Changed Political World
Both the 2016 US election of President Trump and the outcome of the 2016 United Kingdom European Union Membership Referendum, in favour of the Vote Leave campaign, are frequently given as examples to illustrate the power of micro-targeting in PR campaigns. Harvesting data to profile audiences has made it possible to identify people who are likely to be especially receptive to particular ways of framing issues. It is allowing political campaigns with sufficient funding to buy access to many discrete audiences through Social Media (SM), and it is making it possible to develop psychological profiles to send tailored messages, designed as powerful triggers, to people who are judged to be potent…
Future Trends in Social Media and Public Relations
Public relations (PR) focuses on storytelling by creating newsworthy content that will be communicated to target audiences. However, because social media has empowered individual consumers to an unprecedented level, we are no longer passive consumers of stories and some consumers have even reached influencer status where their opinions carry great authority. In the future, PR stories will shape global culture, but the Covid-19 pandemic has also alerted us to the damage caused by deliberate misinformation (e.g. the anti-vaccination movement). The digital environment — especially where PR now operates — is changing rapidly; artificial intelligence and machine learning are assisting corporatio…