Coombs, W. Timothy; Holladay, Sherry J. - In: Journal of Communication Management 22 (2018) 4, pp. 382-396
Purpose: The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public...