Public relations has been swift to grasp social media, yet its impact on public relations practice remains relatively unexplored. This book focusses on a way of understanding organizational identity construction in a virtual context, developing scholarship on the importance of a virtual presence in PR management, and further, to make sense of these identities as authentic, legitimate or plausible.
Through a diverse group of empirical case studies, this book explores the global perspective on organizational identities which transcend global boundaries via the internet including Volkswagen-s emissions scandal and Monsanto and organized social media protests. It also explores crowdfunding - an emerging form of capitalist development constructed through sensemaking in social media. By looking at the emergence of organization in today-s social media environment, it identifies how the interactive is created on a digitally mediated platform, sharing knowled
