Innovation in public relations theory and practice: A transmedia narrative transportation (TNT) approach
Journal of Communication Management
ISSN: 1363-254X
Article publication date: 26 September 2018
Issue publication date: 24 October 2018
Abstract
Purpose
The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives.
Design/methodology/approach
The approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach.
Findings
An innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated.
Research limitations/implications
The paper examines only one case to illustrate the TNT approach.
Practical implications
The TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations.
Originality/value
There has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.
Keywords
Citation
Coombs, W.T. and Holladay, S.J. (2018), "Innovation in public relations theory and practice: A transmedia narrative transportation (TNT) approach", Journal of Communication Management, Vol. 22 No. 4, pp. 382-396. https://doi.org/10.1108/JCOM-12-2017-0145
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited