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Article revisions focus on new trends in social media and the digital growth of communications strategies. Updated bibliography reflects recent research.

Updated on 3 September 2013. The previous version of this content can be found here.
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date: 21 October 2020

Abstract and Keywords

Significant advances in media variety and public access to information have blurred the lines between journalism, advertising, public relations, marketing, and all other communication industries. As a result of unprecedented media proliferation, social sector professionals have more opportunities—and greater competition—to gain public attention and support for their issues and services. In addition, the expansion of the Internet through social media and mobile devices has revolutionized the way we communicate. This entry explores different types of promotional campaigns, converging media channels, and the implications of 24/7 interactivity on social work advocacy.

Keywords: social policy, social environments, journalism, marketing, public relations

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