<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Many concepts have been developed to describe the convergence of media, public relations and storytelling formats in contemporary media systems. This article presents a theoretical reflection on “transmedia storytelling” from a perspective of integration narrative in the context of the re-invention of public relations. The rapid evolution of digital media technology and the emergence of transmedia storytelling present foresight professionals with a powerful new approach for communicating about the future. A transmedia story unfolds across multiple media platforms with each new text making a distinctive and valuable contribution to the whole. Between other, this article also outlines some of the key principles and elements of transmedia storytelling in combination with modern public relations, in order to provide a basic framework that public relations practitioner can use when designing transmedia projects.</p></abstract>

Many concepts have been developed to describe the convergence of media, public relations and storytelling formats in contemporary media systems. This article presents a theoretical reflection on “transmedia storytelling” from a perspective of integration narrative in the context of the re-invention of public relations. The rapid evolution of digital media technology and the emergence of transmedia storytelling present foresight professionals with a powerful new approach for communicating about the future. A transmedia story unfolds across multiple media platforms with each new text making a distinctive and valuable contribution to the whole. Between other, this article also outlines some of the key principles and elements of transmedia storytelling in combination with modern public relations, in order to provide a basic framework that public relations practitioner can use when designing transmedia projects.

Transmedia Marketing and Re-Invention of Public Relations

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Transmedia Marketing and Re-Invention of Public Relations"}

Many concepts have been developed to describe the convergence of media, public relations and storytelling formats in contemporary media systems. This article...

Transmedia Marketing and Re-Invention of Public Relations

Published Online: May 30, 2017

Page range: 91 - 101

DOI: https://doi.org/10.14611/minib.22.12.2016.13

Keywords
transmedia storytelling, media, public relations, transmedia marketing

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Transmedia Marketing and Re-Invention of Public Relations

Published Online: May 30, 2017

Page range: 91 - 101

DOI: https://doi.org/10.14611/minib.22.12.2016.13

Keywordstransmedia storytelling, media, public relations, transmedia marketing

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
transmedia storytelling, media, public relations, transmedia marketing