The Relationship Between Social Media and Public Relations
Abstract
This article examines the important role of social media to public relations practitioners. The researcher wants to investigate the innovation of social media through the case study of Obama presidential campaign and public health issue. Moreover social media can bring destruction to the organization, if the user misuses the social media. Social media has brought a new challenge to the society. The researcher use intensive interview and focus group toward public relations practitioners to explore how important the social media did to them and the negative outcome of social media. The researcher use quantitative method – survey to examine the appetency of the social media among different size of community.
Introduction
Organization seek to enhance their reputation through a variety of self-presentation activities, which express the organization’ identity and promote a particular image. In 21 century, many organizations decided to choose social networking as their channel to communicate to their stakeholder. Today’s social media such as blogging and micro blogging (Twitter, Facebook) offer organization a platform to post tradition news releases, corporate blog that contribute to image building. With social media, an increasingly popular means through which companies can communication in online communities. (Sweetser, 2010) We can’t deny the effort of the social media held much promise for facilitating the development of relationship between organization and public. Some herald social media as bringing public relations full circle to its original foundation of building relationship. (Avery, Lariscy, Amador, Ickowitz, Primm, & Taylor, 2010) It indicates that social media are inherently interactive, communicative, and social and it play an important role on online image construction.
This study emphasizes the effort of social media to public relations practitioners and how to social media changing interplay between journalists and public relations
This article examines the important role of social media to public relations practitioners. The researcher wants to investigate the innovation of social media through the case study of Obama presidential campaign and public health issue. Moreover social media can bring destruction to the organization, if the user misuses the social media. Social media has brought a new challenge to the society. The researcher use intensive interview and focus group toward public relations practitioners to explore how important the social media did to them and the negative outcome of social media. The researcher use quantitative method – survey to examine the appetency of the social media among different size of community.
Introduction
Organization seek to enhance their reputation through a variety of self-presentation activities, which express the organization’ identity and promote a particular image. In 21 century, many organizations decided to choose social networking as their channel to communicate to their stakeholder. Today’s social media such as blogging and micro blogging (Twitter, Facebook) offer organization a platform to post tradition news releases, corporate blog that contribute to image building. With social media, an increasingly popular means through which companies can communication in online communities. (Sweetser, 2010) We can’t deny the effort of the social media held much promise for facilitating the development of relationship between organization and public. Some herald social media as bringing public relations full circle to its original foundation of building relationship. (Avery, Lariscy, Amador, Ickowitz, Primm, & Taylor, 2010) It indicates that social media are inherently interactive, communicative, and social and it play an important role on online image construction.
This study emphasizes the effort of social media to public relations practitioners and how to social media changing interplay between journalists and public relations