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Contemporary publics, Twitter and the story of PR: exploring corporate interventions to promote “clean coal” in Australia

Demetrious, Kristin 2017, Contemporary publics, Twitter and the story of PR: exploring corporate interventions to promote “clean coal” in Australia, Journal of public interest communications, vol. 1, no. 1, pp. 94-113.

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Title Contemporary publics, Twitter and the story of PR: exploring corporate interventions to promote “clean coal” in Australia
Author(s) Demetrious, KristinORCID iD for Demetrious, Kristin orcid.org/0000-0001-7737-0892
Journal name Journal of public interest communications
Volume number 1
Issue number 1
Start page 94
End page 113
Total pages 19
Publisher University of Florida
Place of publication Gainesville, Fla.
Publication date 2017-04-28
ISSN 2573-4342
Keyword(s) Global Public Relations
Contemporary Publics
Twitter
Digital Storytelling
Summary Peabody Energy’s Advanced Energy for Life (AEFL) comprehensive global public relations (PR) campaign promoted the idea of clean coal. It is part of a series of efforts deployed by the coal industry since the 1980s to influence the public’s willingness to accept or tolerate its processes and products. This paper will develop a greater understanding of how contemporary publics in a 21st century context react when targeted by the global PR industry. Specifically, it looks at the response to the AEFL campaign in Australia and in particular examines Twitter provocations from January 2014 to January 2016. In doing so, this paper contributes to our understanding of how communicative dynamics such as Twitter and PR may affect public debates. This is critical to helping resolve key policy settings around future energy usage and emissions reduction.
Language eng
Indigenous content off
Field of Research 200199 Communication and Media Studies not elsewhere classified
Socio Economic Objective 950204 The Media
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2017, The Author
Free to Read? Yes
Use Rights Creative Commons Attribution non-commercial licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30094717

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.