Show me the money: how bloggers as stakeholders are challenging theories of relationship building in public relations

2016 ◽  
Vol 160 (1) ◽  
pp. 67-77 ◽  
Author(s):  
Catherine Archer ◽  
Paul Harrigan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Relationship Building ◽  
Ethical Practice ◽  
Editorial Content ◽  
Academic Literature ◽  
Work Related ◽  
The Social ◽  
As Relationship ◽  
Dialogic Theory

Conventional ‘normative’ theories of public relations have often centred on relationship building, dialogic theory and two-way communication. Despite these theories dominating much of the academic literature, practitioners continue to seek control in relationships to produce ‘value outcomes’ and meet measurable objectives for the organisations they work for. Public relations workers’ ability to influence the influencers has been framed as relationship development, and payment for editorial content or other influence has been seen as unethical. With the rise of social media, the so-called ‘new’ influencers are now bloggers and Instagrammers. Given that most social media influencers now wish to be compensated with payment or in-kind for any work related to brands, this article discusses the implications for ethical practice and public relations theory. The mask of relationship building in the social media age needs to be removed and the importance of payment to bloggers needs to be acknowledged for the theories of public relations to develop.

scholarly journals What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

2021 ◽  
Author(s):  
Annabel Lee
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Small Body ◽  
Relationship Building ◽  
Social Media Use ◽  
Symmetrical Model ◽  
Dialogic Theory ◽  
Reply Function

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.

scholarly journals What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

2021 ◽  
Author(s):  
Annabel Lee
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Small Body ◽  
Relationship Building ◽  
Social Media Use ◽  
Symmetrical Model ◽  
Dialogic Theory ◽  
Reply Function

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.

scholarly journals Media Effects

2012 ◽  
pp. 255-270 ◽  
Author(s):  
Kristin Demetrious
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Effects ◽  
Digital Technologies ◽  
Social Effects ◽  
Ethical Practice ◽  
The Public ◽  
Industry Level ◽  
The Social

Public Relations (PR) is an occupation through which public identities and realities can be constructed and manipulated. Thus, understanding the implications for ethical practice, especially in light of rapid developments in social media and new digital technologies, is increasingly relevant. However, conventional approaches to the teaching of public relations tend to emphasize practice and knowledge of occupational tools, over deeper reflection in areas such as the social effects and ethics. This chapter explores an e-simulation used in the public relations program at Deakin University, which aspires to develop higher ethical dispositions in students and canvasses what this means at a societal, practitioner, and industry level.

Broadcasting, reacting, engaging – three strategies for CSR communication in Twitter

2014 ◽  
Vol 18 (4) ◽  
pp. 322-342 ◽  
Author(s):  
Michael Etter
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Public Relations ◽  
Design Methodology ◽  
Relationship Building ◽  
Content Type ◽  
Csr Communication ◽  
The Social

Purpose – Symmetric communication and relationship building are core principles of public relations, which have been highlighted for CSR communication. The purpose of this paper is to develop three different communication strategies for CSR communication in Twitter, of which each contributes differently to the ideals of symmetric communication and relationship building. The framework is then applied to analyze how companies use the micro-blogging service Twitter for CSR communication. Design/methodology/approach – Social network analysis is used to identify the 30 most central corporate accounts in a CSR Twitter network. Findings – From the social network analysis 40,000 tweets are extracted and manually coded. Anova is applied to investigate differences in the weighting of CSR topics between the different strategies. Originality/value – So far not much is known about how social media, such as Twitter, contribute to the core principles of public relations, if companies use social media to foster symmetric communication and relationship management, or which CSR topics they address.

The Specific Features of Public Relations Maintained by Libraries, Acting as Cultural Institutions

2020 ◽  
Vol 4 (1) ◽  
pp. 145-152
Author(s):  
Radosław Molenda
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Environment ◽  
Review Article ◽  
Cultural Institutions ◽  
Negative Stereotypes ◽  
The Public ◽  
The Social ◽  
Public Consciousness ◽  
Significant Question

Showing the specificity of the work of the contemporary library, and the variety of its tasks, which go far beyond the lending of books. The specificity of the library’s public relations concerning different aspects of its activity. The internal and external functions of the library’s public relations and their specificity. The significant question of motivating the social environment to use the offer of libraries, and simulta-neously the need to change the negative perception of the library, which discourages part of its poten-tial users from taking advantage of its services. The negative stereotypes of librarians’ work perpetuated in the public consciousness and their harmful character. The need to change the public relations of libra-ries and librarians with a view to improving the realization of the tasks they face. Showing the public relations tools which may serve to change the image of librarians and libraries with particular emphasis on social media. This article is a review article, highlighting selected research on the librarian’s stereo-type and suggesting actions that change the image of librarians and libraries.

(Not) Just for the Fun of It: The Labor of Social Media Production

2017 ◽  
Author(s):  
Brooke Erin Duffy
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Young Women ◽  
Career Success ◽  
Creative Expression ◽  
Relationship Building ◽  
Media Production ◽  
The Social ◽  
Media Creation

This chapter exposes the deep cracks in narratives of social media leisure and amateurism. It looks at how forms of value-generating, gendered self-expression are rife in the social media world through blogs, vlogs, Instagram, and more. Though these activities are superficially framed as amusement and sociality, this chapter contends that many young women do not produce and promote content just for the fun of it. Rather, they approach social media creation with strategy, purpose, and aspirations of career success. Hence, this chapter explores some of the most salient conditions and features of aspirational labor: narratives of creative expression, relationship-building in online and offline contexts, and modes of individualized self-expression that both reveal and conceal normative feminine consumer behavior.

scholarly journals Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media

2021 ◽  
Vol 2 (4) ◽  
pp. 529-544
Author(s):  
Daniel Zomeño ◽  
Rocío Blay-Arráez
Keyword(s):  
Social Media ◽  
Rapid Development ◽  
Editorial Content ◽  
Media Environment ◽  
The Social ◽  
Media Ecosystem ◽  
The Media ◽  
Media Formats ◽  
Depth Interviews

Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now.

Utilizing the Dimensions of Religion to Analyze Social Media Campaigns

2017 ◽  
pp. 202-220
Author(s):  
Iman Mohamed Zahra
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Major Conclusion ◽  
Campaign Strategies ◽  
Media Campaigns ◽  
The Social ◽  
Campaign Messages ◽  
Social Media Platforms ◽  
Media Platform ◽  
Message Strategies

The objective of the current chapter is to analyze one of the most recent and successful social media campaigns namely #NotInMyName from the viewpoint of the seven dimensions of religion utilized by Van Esch and others as the main pillar of social marketing and media campaigns. Further #NotInMyName Public Relations (PR) campaign is scrutinized for PR strategies and message strategies utilized in formulating the campaign messages. To achieve that end, a qualitative analysis was implemented on three levels relating to each video and vine of the study sample: first locating the Dimensions of Religion (DOR taxonomy(ies) used in this video or vine, then emanating on the PR campaign strategies implemented in the video or vine and finally searching for the message strategies utilized in the video or vine. The major conclusion of this study was that although campaigns launched via social media lack the scientific known steps utilized to plan and launch media campaigns traditionally, those campaigns derive from the social media platform exacerbating an unprecedented power to stir political and social movements especially, regarding controversial and stagnant matters. Posts, comments and shares on different social media platforms go viral, stir discussions, and trigger public opinion both virtually and in reality. Dimensions of Religion taxonomies proved reliability as a viable platform stemming from another discipline to plan messages and to analyze campaigns based on the different aspects the model would provide. Ranging from simple aspects to more complicated aspects, Dimensions of Religion model must be subjected to further research to determine its feasibility to be applied to different campaigning structures and objectives.

scholarly journals Quasi-Gatekeeping and Quasi-Gatewatching: The Dual Role of Public Relations Practitioners in the Social Media Domain

2019 ◽  
Vol 44 (1) ◽  
Author(s):  
Princewell Nwanganga Achor ◽  
Justie O. Nnabuko
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Digital Media ◽  
Dual Role ◽  
Public Relations Practitioners ◽  
Médias Sociaux ◽  
The Social ◽  
Il Y A ◽  
Medias Sociaux

Background  Existing literature depicts public relations practitioners as gatekeepers. Despite this, limited research exists on how much of a gatekeeping role public relations practitioners play in their organizations’ communication with the publics in the social media domain. Analysis  This article bridges the research gap by examining the dual role of quasi-gatekeeping and quasi-gatewatching performed by public relations practitioners in their attempt to communicate, regulate, and manage information in the social media domain and market-space media environment. Conclusion and implications  Discussion of these two distinct roles expands the frontiers of gatekeeping studies in public relations practice and communication studies, through the introduction of a new mixed-flow model of the gatekeeping function of public relations practitioners in the digital media landscape.RÉSUMÉContexte  En dépit de la littérature existante montre que les spécialistes des relations publiques en tant que gardiens, cependant, il y a peu de recherches sur la quantité de rôle de surveillance les spécialistes en relations publiques jouent dans leurs organisations la communication avec le public dans le domaine des médias sociaux. Analyse  Par conséquent, cet article se ferme cette lacune en examinant le rôle de la dualité de pouvoirs quasi-control et quasi-gatewatching effectuée par le spécialistes des relations publiques dans leur tentative de communiquer, réglementer et gérer l’information dans le domaine des médias sociaux. Conclusion et implications  La discussion sur ces deux rôles distincts a enrichi la compréhension et les frontières d’un contrôle dans la pratique des relations publiques par l’introduction d’un nouveau modèle de flux mixtes de contrôle dans le paysage médiatique numérique.

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