Social Media

WINNER 2026 Textbook Excellence Award - Textbook & Academic Authors Association



Reflecting 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 strategies



Online resources (bloomsbury.pub/luttrellsocialmedia5e) include lecture slides and other teaching materials for instructors and students.