Journal of School Public Relations Volume 34, Number 4, ISSN 0741-3653
Given that social media dominates informal and often formal communication routes, we argue that schools must reshape their attention to a fourth rhetorical dimension: the media through which they communicate. Specifically, schools must find ways to embrace social media as a mechanism to reach their broad audiences. This article identifies clear obstacles to integrating social media platforms into the communication strands utilized by schools, the rhetorical necessities for doing so, and clear methodologies for making the transition from the "letter home" to the tweet and Facebook post work in a developing digital society.
Zimmerman, J. & Sharp, T. (2013). Aristotle Reclaimed. Journal of School Public Relations, 34(4), 350-369.