Regina Luttrell - Böcker

In this book established researchers draw on a range of theoretical and empirical perspectives to examine social media’s impact on American politics. Chapters critically examine activism in the digital age, fake news, online influence, messaging tactics, news transparency and authentication, consumers’ digital habits and ultimately the societal impacts that continue to be created by combining social media and politics. Through this book readers will better understand and approach with questions such as:• How exactly and why did social media become a powerful factor in politics?• What responsibilities do social networks have in the proliferation of factually wrong and hate-filled messages? Or should individuals be held accountable?• What are the state-of-the-art of computational techniques for measuring and determining social media's impact on society?• What role does online activism play in today’s political arena?• What does the potent combination of social media and politics truly mean for the future of democracy?The insights and debates found herein provide a stronger understanding of the core issues and steer us toward improved curriculum and research aimed at a better democracy. Democracy in the Disinformation Age: Influence and Activism in American Politics will appeal to both undergraduate and postgraduate students, as well as academics with an interest in areas including political science, media studies, mass communication, PR, and journalism.

In this book established researchers draw on a range of theoretical and empirical perspectives to examine social media’s impact on American politics. Chapters critically examine activism in the digital age, fake news, online influence, messaging tactics, news transparency and authentication, consumers’ digital habits and ultimately the societal impacts that continue to be created by combining social media and politics. Through this book readers will better understand and approach with questions such as:• How exactly and why did social media become a powerful factor in politics?• What responsibilities do social networks have in the proliferation of factually wrong and hate-filled messages? Or should individuals be held accountable?• What are the state-of-the-art of computational techniques for measuring and determining social media's impact on society?• What role does online activism play in today’s political arena?• What does the potent combination of social media and politics truly mean for the future of democracy?The insights and debates found herein provide a stronger understanding of the core issues and steer us toward improved curriculum and research aimed at a better democracy. Democracy in the Disinformation Age: Influence and Activism in American Politics will appeal to both undergraduate and postgraduate students, as well as academics with an interest in areas including political science, media studies, mass communication, PR, and journalism.

Drawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications play in creating social media messaging campaigns designed to engage in digital activism. As social activism and engagement continue to rise, individuals have an opportunity to use their agency as creators and consumers to explore issues of identity, diversity, justice, and action through digital activism. This edited volume situates activism and social justice historically and draws parallels to the work of activists in today’s social movements such as modern-day feminism, Black Lives Matter, #MeToo, Missing Murdered Indigenous Women, and We Are All Khaled Said. Each chapter adds an additional filter of nuance, building a complete account of mounting issues through social media movements and at the same time scaffolding the complicated nature of digital collective action.The book will be a useful supplement to courses in public relations, journalism, social media, sociology, political science, diversity, digital activism, and mass communication at both the undergraduate and graduate level.

Drawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications play in creating social media messaging campaigns designed to engage in digital activism. As social activism and engagement continue to rise, individuals have an opportunity to use their agency as creators and consumers to explore issues of identity, diversity, justice, and action through digital activism. This edited volume situates activism and social justice historically and draws parallels to the work of activists in today’s social movements such as modern-day feminism, Black Lives Matter, #MeToo, Missing Murdered Indigenous Women, and We Are All Khaled Said. Each chapter adds an additional filter of nuance, building a complete account of mounting issues through social media movements and at the same time scaffolding the complicated nature of digital collective action.The book will be a useful supplement to courses in public relations, journalism, social media, sociology, political science, diversity, digital activism, and mass communication at both the undergraduate and graduate level.

This book explores the potential of artificial intelligence (AI) to transform public relations (PR) and offers guidance on maintaining authenticity in this new era of communication.One of the main challenges PR educators, researchers, and practitioners face in the AI era is the potential for miscommunication or unintended consequences of using AI tools. This volume provides insights on how to mitigate these risks and ensure that PR strategies are aligned, offering practical guidance on maintaining trust and authenticity in PR practices. Readers will learn to leverage AI for enhanced communication strategies and real-time audience engagement while navigating the ethical and legal implications of AI in PR. Featuring contributions from leading scholars, the book includes case studies and examples of AI-driven PR practices, showcasing innovative approaches and lessons from well-known brands. It offers a global perspective on AI’s impact on PR, with insights for practitioners and scholars worldwide.This book equips public relations educators, researchers, and professionals with the knowledge and tools they need in the changing landscape of communication in the age of AI.

This book explores the potential of artificial intelligence (AI) to transform public relations (PR) and offers guidance on maintaining authenticity in this new era of communication.One of the main challenges PR educators, researchers, and practitioners face in the AI era is the potential for miscommunication or unintended consequences of using AI tools. This volume provides insights on how to mitigate these risks and ensure that PR strategies are aligned, offering practical guidance on maintaining trust and authenticity in PR practices. Readers will learn to leverage AI for enhanced communication strategies and real-time audience engagement while navigating the ethical and legal implications of AI in PR. Featuring contributions from leading scholars, the book includes case studies and examples of AI-driven PR practices, showcasing innovative approaches and lessons from well-known brands. It offers a global perspective on AI’s impact on PR, with insights for practitioners and scholars worldwide.This book equips public relations educators, researchers, and professionals with the knowledge and tools they need in the changing landscape of communication in the age of AI.

An accessible exploration of the myriad applications and challenges of generative AI for media and communication students, scholars, and practitioners alike.The latest emergence of increasingly low-cost and scalable AI technologies presents a point of both celebration and concern for the contemporary media and information ecosystem. To this end, this edited volume gathers media and communications scholars and practitioners to engage in discussions and exchange ideas about current trends and developments in the field. Questions this volume asks include: What are the essentials of generative AI from a media and communication perspective? How has generative AI influenced research and scholarship? How has generative AI influenced media content and industries? What ethical and legal questions has generative AI introduced or reignited? How are discussions of generative AI influencing perception of the technologies? Who benefits from generative AI, and who might be disenfranchised? As generative AI develops at a rapid pace, this collection provides a calibration point for further discussion and debate around their role in media and communication.This book will appeal to students seeking to gain greater understanding of generative AI within the media and communication industries, as well as media and communication scholars and practitioners directly engaged in generative AI research, application, and development.The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC BY-NC-ND)] 4.0 license

An accessible exploration of the myriad applications and challenges of generative AI for media and communication students, scholars, and practitioners alike.The latest emergence of increasingly low-cost and scalable AI technologies presents a point of both celebration and concern for the contemporary media and information ecosystem. To this end, this edited volume gathers media and communications scholars and practitioners to engage in discussions and exchange ideas about current trends and developments in the field. Questions this volume asks include: What are the essentials of generative AI from a media and communication perspective? How has generative AI influenced research and scholarship? How has generative AI influenced media content and industries? What ethical and legal questions has generative AI introduced or reignited? How are discussions of generative AI influencing perception of the technologies? Who benefits from generative AI, and who might be disenfranchised? As generative AI develops at a rapid pace, this collection provides a calibration point for further discussion and debate around their role in media and communication.This book will appeal to students seeking to gain greater understanding of generative AI within the media and communication industries, as well as media and communication scholars and practitioners directly engaged in generative AI research, application, and development.The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC BY-NC-ND)] 4.0 license

We’ve all heard that Millennials are smarter than everyone else, unique in every way possible, that they have probably been millionaires since age seven, and that they are poised to take over the world. We’ve also heard that they are lazy, unmotivated, entitled, and condescending know-it-alls. How can this generation have such opposing characteristics? What is the truth about this generation? The Millennial Mindset offers parents, educators, managers, and co-workers insights and suggestions on how to engage, prepare, and foster the Millennial generation in all aspects of life. Through interviews with millennials and those who work with or otherwise engage them, Regina Luttrell and Karen McGrath offer ways for Millennials to better understand older generations and their peers so they can coexist without animosity in today’s fast-paced globalized world. They also offer insight into Millennial characteristics, passions, and goals for those who work with, live with, or otherwise co-exist with Millennials. Readers will gain a better sense of what this generation has in store for the world, and how the world can best respond.

Craft beer culture and industry have recently grown exponentially with over 4000 craft brewers operating in the United States alone.Brew Your Business: The Ultimate Craft Beer Playbook incorporates cultural, legal, business, public relations, management, science, networking, and brewing experience into one easily accessible book for everyone wanting to know more about craft beer brewing, tasting, and selling.Thoroughly researched, the authors provide a tasty overview of the various types of craft beer, methods for brewing, and opportunities for taking your crafted beer to market. In their Talking from the Tap! Interviews, industry experts offer their takes on what they do, how they arrived in their current positions, why they do it, and where they are going in the industry.Whether you are new to craft beer or have been in the industry for a while, you will find in these pages a go-to guide to many topics of importance to all brewers, drinkers, and enthusiasts. It’s time to get serious about craft brewing and the culture of craft beer. So, choose your favorite suds and set out upon this journey. You won’t be disappointed. Cheers!

On a daily basis, public relations practitioners are tasked with making ethical decisions, such as advising a client to fully disclose a corporate relationship or advocating for honesty when working with the media.A Practical Guide to Ethics in Public Relations is designed for courses in contemporary studies of public relations and communications. This text highlights the delicate balance required to navigate the values and demands implicit to the field of public relations and those that underlie society as a whole. Students are encouraged to examine their own values and compare them to those commonly encountered in a professional setting.Brimming with case studies, practitioner advice, practical ethical dilemmas, and popular culture references, A Practical Guide to Ethics in Public Relations is the ideal text for students grappling with the inevitable ethical dilemmas that arise in professional public relations.

Trump Tweets, the World Reacts: Understanding What Is Relevant and Why illustrates and articulates the intimate connection between theories presented in communication and the mediums through which President Trump communicates. Drawing on a range of theoretical and empirical perspectives, this collection examines several transformations and implications of President Trump’s influence on the social sphere, within economies, among government entities, and on the communications profession.

Explores how Gen Z is a generation to be admired and celebrated for their superhero qualities.From the authors of The Millennial Mindset: Unraveling Fact from Fiction, comes this thought-provoking in-depth consideration of the next generation. In their book, Gen Z: The Superhero Generation, Regina Luttrell and Karen McGrath explain who this generation is, how they came to be, and the impact they will have on society.Superheroes are often defined as courageous, powerful, virtuous, and strong. Equipped with unique superpowers, these individuals stand up for what is right, battling supervillains to ensure that good prevails and all is well in the world. With a worldwide fascination surrounding superheroes, it should come as no surprise that the next generation, GenZ, display many of the characteristics found within the pages of the most popular hero-centric comic books. The Superhero Generation is making its mark and gaining recognition as the generation that is willing to once again assemble, march, speak, and defy in ways previous generations have not. In this book learn the characteristics of Gen-Zers to understand how to reach them in positive productive ways. Parents, educators, and employers will learn how to tap into the endless potential of this generation, preparing them for home, school, and workplace environments that will play to their strengths and impact the world for years to come.

WINNER 2026 Textbook Excellence Award - Textbook & Academic Authors AssociationReflecting the latest technological innovations and challenges of the social media landscape, the fifth edition of Social Media: How to Engage, Share, and Connect helps students build success in integrated PR practice.Regina Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, “sticky” social media, and strategic campaigns. This book will become your go-to reference guide for all things social media–related as it applies to public relations and the everyday duties of PR professionals.New features of the fifth edition include:· Chapter 4: Generative AI covers the technology’s uses and implications for strategic communication· Chapter 7: Storytelling in Social Media emphasizes the art of crafting narratives that resonate with audiences· Sticky Social Media boxes apply chapter concepts to real brand cases· ROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting) Campaigns in Action boxes feature case studies of strategic, integrated PR, social media, and digital campaigns· Storytelling: Communicate, Captivate, Connect boxes provide insight into how storytelling enhances communication strategiesOnline resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.

Exploring social media's integration with modern society, this text empowers students as social media consumers and creators. The thoroughly updated second edition includes a new chapter on AI technologies. Features include full color visuals; glossary; chapter questions and activities; and theory, ethics, and diversity and inclusion boxes.

Exploring social media's integration with modern society, this text empowers students as social media consumers and creators. The thoroughly updated second edition includes a new chapter on AI technologies. Features include full color visuals; glossary; chapter questions and activities; and theory, ethics, and diversity and inclusion boxes.

WINNER 2026 Textbook Excellence Award - Textbook & Academic Authors AssociationReflecting the latest technological innovations and challenges of the social media landscape, the fifth edition of Social Media: How to Engage, Share, and Connect helps students build success in integrated PR practice.Regina Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, “sticky” social media, and strategic campaigns. This book will become your go-to reference guide for all things social media–related as it applies to public relations and the everyday duties of PR professionals.New features of the fifth edition include:· Chapter 4: Generative AI covers the technology’s uses and implications for strategic communication· Chapter 7: Storytelling in Social Media emphasizes the art of crafting narratives that resonate with audiences· Sticky Social Media boxes apply chapter concepts to real brand cases· ROSTIR (Research, Objectives, Strategy, Tactics, Implementation, Reporting) Campaigns in Action boxes feature case studies of strategic, integrated PR, social media, and digital campaigns· Storytelling: Communicate, Captivate, Connect boxes provide insight into how storytelling enhances communication strategiesOnline resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.

Joining a thriving field of new media, this collective volume authored by global academics features important research by thought leaders within computer-mediated communication (CMC) and social media. Featuring 40 comprehensive chapters of new research that focuses on what is new, relevant, and cutting edge in the areas of CMC and social media, authors critically explore topics ranging from social media theories to civil rights. Divided into three parts, the handbook begins with theory and methods, which sets the foundation for the text and then moves into the applicability of strategy, tactics, and measurement. The final focus is toward the future of CMC and social media and its impact on the study and practice of communication.Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.

An exciting introduction to agency life, this insider’s view of professional PR firms equips you to create a successful career in the industry. Authors Regina Luttrell, Luke W. Capizzo, and Adrienne A. Wallace highlight real-world examples from the field and engage with current practitioners to help you enter the agency world and bridge the critical gap between college and professional life. The book introduces many of the sub-fields of integrated communication practice, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). The second edition integrates current industry trends and technological advancements that have transformed agency life and public relations strategies. Key updates include -The impact of remote and hybrid work structures on agency culture and client communication-The rise of AI and automation in content creation and project management-The importance of inclusivity, diversity, equity, and accessibility in both internal operations and client work-New sections within the chapters highlight the increasing role of brand activism and purpose-driven campaigns, as well as the expanding consultancy role of agenciesKey Features:-Real-world examples from the field ensure that the practical concepts presented become concrete for you.-Interviews with industry professionals from around the world provide snapshots of the agency experience-PESO model show you how to adapt your campaigns to meet the needs of today’s integrated agency environment- Agency Essentials student-cantered callouts that bring the realities of PR agency life into your learning with actionable tools—including quick wins, onboarding checklists, real-world scenarios, client email starters, and pitch power phrases