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What is Ceremonial Act

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies
Sober, formal performance organised by companies and institutions in order to transmit their organisational values.
Published in Chapter:
The Role of Prosumers in the Interactive and Digital Processes of Public Relations: The Organisation of Events and Influencers as the New Emerging Stakeholder
Marta Pulido Polo (University of Seville, Spain)
DOI: 10.4018/978-1-7998-3119-8.ch012
Public relations describe strategic processes of relationship management that organizations that seek excellence promote with their stakeholders. The purpose of these processes is to generate and maintain a dialogic communication system through which to generate a climate of reciprocity based on the search for common interests, agreements, and expectations. Under this approach, this chapter analyzes the figure of the influencer as a new category of emerging stakeholder, an opinion leader 2.0 capable of generating a state of opinion in the digital community that transcends the general traditional public opinion, surpassing the traditional model two-step flow of communication.
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