1. Identify the problems : social media and public relations -- 2. "Don't do anything stupid" : social media affordances, policies, and governance agendas -- 3. Create yourself : corporate identity for interconnected publics -- 4. Speak the truth : transparency, power/knowledge, and authenticity...

"Chapter One sets the foundation for the discussion that unfolds in subsequent chapters. It explores the defining nature and constructive role of public relations. This detective work looks for evidence, or the DNA of public relations, that defines its professional practice which was established...