How Public Relations Practitioners Perceive Social Media Platforms?

2016 ◽  
pp. 1-19
Author(s):  
Ana Isabel Gonzalez Michel ◽  
Thomas E. Ruggiero ◽  
Kenneth C. C. Yang
Keyword(s):  
Social Media ◽  
Public Relations ◽  
The United States ◽  
National Sample ◽  
Media Richness ◽  
Traditional Media ◽  
Media Richness Theory ◽  
Public Relations Practitioners ◽  
Managerial Implications ◽  
Use Of Social Media

Prior studies on the use of social media by public relations professionals are often descriptive and did not apply communication theories to fully evaluate the richness of this emerging communication platform. These studies did not explain the technology adoption process of public relations professionals. On the basis of Media Richness Theory, the authors assessed the perceptions of 162 public relations professionals from a national sample in the United States to identify emerging media richness dimensions of social media. This study found that these dimensions are not the same as those in other mass and traditional media platforms. This chapter suggests that social media should not simply be compared to traditional media, because they have demonstrated unique medium characteristics. Both theoretical and managerial implications are discussed.

scholarly journals The Use of Social Media in Public Relations at Non-Governmental Organisations in South Africa

2018 ◽  
Vol 10 (6(J)) ◽  
pp. 150-161
Author(s):  
G. Nchabeleng ◽  
CJ. Botha ◽  
CA Bisschoff
Keyword(s):  
South Africa ◽  
Social Media ◽  
Public Relations ◽  
Social Networking ◽  
Social Networking Sites ◽  
Instant Messaging ◽  
Public Relations Practitioners ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Way

Social media can be a useful tool in public relations in non-governmental organisations (NGOs), but do NGOs make use of social media in their quest for service delivery in South Africa? Social networking sites, blogging, email, instant messaging, and online journals are some of the technological changes that changed the way interaction between people and how they gather information. Although social media is mainly used for interactive dialogue and social interaction, the private sector soon realised that the web-based technologies (especially Facebook and Twitter) could also be a competitive business tool. Non-governmental organisations (NGOs) soon followed suit however at a slower pace than the general communication growth rate of social media in South Africa. This article examines if social networking sites have any impact on public relations practices of NGOs in South Africa – an environment where both customers and employees still struggle to take full advantage of social media. The critical literature findings increase the understanding of the current and future challenges of social media use in public relations at NGOs in South Africa. The study explores the main differences between traditional and social media, how social media is redefining public relations role, and shed some light on defining public relations practices, identify the uses, limitations and benefits of social media by public relations practitioners in NGOs. Recommendations for future communication research are given. Based on the literature, a qualitative research design collected data using semi-structured, individual interviews. The results revealed that social media platforms such as Facebook do have an effect, and even changed the way in which NGOs communicate. The study also revealed that social media certainly has an impact on public relations relationships. This means that it has become crucial that public relations practitioners at NOGs embrace and take advantage of social media, and that they should also invest in proper electronic platforms to reap the benefits of improved communication internally and externally.

scholarly journals THE USE OF SOCIAL MEDIA IN CRISIS COMMUNICATION – A VIETNAM – U.S. COMPARISON. [PENGGUNAAN MEDIA SOSIAL DALAM KRISIS KOMUNIKASI- VIETNAM - PERBANDINGAN AS]

2020 ◽  
Vol 15 (2) ◽  
pp. 153
Author(s):  
Tuong-Minh Ly-Le
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Crisis Communication ◽  
Role Model ◽  
Management Strategies ◽  
Public Relations Practitioners ◽  
Perceived Importance ◽  
Use Of Social Media ◽  
The U.S ◽  
Bahasa Indonesia

<p>In Vietnam, social media has become an emerging and popular communication platform. Despite the powerful effect of social media in conditioning a crisis, and the trend to integrate social media into crisis management strategies in many countries, Vietnamese companies have often ignored or underutilized these channels. Therefore, this study seeks to fill the gap, to understand how Vietnamese companies perceive the importance and use of social media in crisis communication. The focus of this study is to compare the perceptions of Vietnamese and American public relations practitioners. As America has always been considered a role model and primary influencer for Vietnam’s public relations practice, this study compares the perception of social media in Vietnam to that in the U.S. This study aims to understand the underlying factors contributed to that perception and to evaluate the perceived importance of social media in Vietnam’s crisis communication.</p><p><em><strong>Abstrak dalam Bahasa Indonesia.</strong> Di Vietnam, media sosial telah menjadi platform komunikasi yang berkembang dan populer. Terlepas dari pengaruh kuat media sosial dalam mengkondisikan krisis, dan tren untuk mengintegrasikan media sosial ke dalam strategi manajemen krisis di banyak negara, perusahaan Vietnam sering mengabaikan atau kurang memanfaatkan saluran ini. Oleh karena itu, studi ini betujuan untuk mencari tahu perihal permasalahan tersebut, untuk memahami bagaimana perusahaan Vietnam memandang pentingnya dan penggunaan media sosial dalam komunikasi krisis. Fokus studi ini adalah membandingkan persepsi praktis dari public relations di Vietnam dan Amerika. Karena Amerika selalu dianggap sebagai panutan dan pemberi pengaruh utama untuk praktik PR di Vietnam, penelitian ini membandingkan persepsi media sosial di Vietnam dengan di AS. Penelitian ini bertujuan untuk memahami faktor-faktor mendasar yang berkontribusi terhadap persepsi tersebut dan untuk mengevaluasi pentingnya persepsi media sosial dalam komunikasi krisis Vietnam.</em></p><p><em> </em></p>

scholarly journals Use of Social Media by Hospitals and Clinics in Japan: Descriptive Study (Preprint)

2020 ◽  
Author(s):  
Yuya Sugawara ◽  
Masayasu Murakami ◽  
Hiroto Narimatsu
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Public Relations ◽  
Descriptive Study ◽  
The United States ◽  
Media Content ◽  
Media Usage ◽  
Medical Institutions ◽  
News Announcements ◽  
Use Of Social Media

BACKGROUND The use of social media by hospitals has become widespread in the United States and Western European countries. However, in Japan, the extent to which hospitals and clinics use social media is unknown. Furthermore, recent revisions to the Medical Care Act may subject social media content to regulation. OBJECTIVE The purpose of this study was to examine social media use in Japanese hospitals and clinics. We investigated the adoption of social media, analyzed social media content, and compared content with medical advertising guidelines. METHODS We randomly sampled 300 hospitals and 300 clinics from a list of medical institutions that was compiled by the Ministry of Health, Labour and Welfare. We performed web and social media (Facebook and Twitter) searches using the hospital and clinic names to determine whether they had social media accounts. We collected Facebook posts and Twitter tweets and categorized them based on their content (eg, health promotion, participation in academic meetings and publications, public relations or news announcements, and recruitment). We compared the collected content with medical advertising guidelines. RESULTS We found that 26.0% (78/300) of the hospitals and 7.7% (23/300) of the clinics used Facebook, Twitter, or both. Public relations or news announcements accounted for 53.99% (724/1341) of the Facebook posts by hospitals and 58.4% (122/209) of the Facebook posts by clinics. In hospitals, 16/1341 (1.19%) Facebook posts and 6/574 (1.0%) tweets and in clinics, 8/209 (3.8%) Facebook posts and 15/330 (4.5%) tweets could conflict medical advertising guidelines. CONCLUSIONS Fewer hospitals and clinics in Japan use social media as compared to other countries. Social media were mainly used for public relations. Some content disseminated by medical institutions could conflict with medical advertising guidelines. This study may serve as a reference for medical institutions to guide social media usage and may help improve medical website advertising in Japan.

scholarly journals Social Media and Public Relations Counselling Of Higher School Top Management in Nigeria

2021 ◽  
Vol 9 (2) ◽  
pp. 39-52
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Diffusion Of Innovation ◽  
School Management ◽  
Higher Learning ◽  
Corporate Policies ◽  
Diffusion Of Innovation Theory ◽  
Public Relations Practitioners ◽  
Institutions Of Higher Learning ◽  
Use Of Social Media

Social media have improved the operations of public relations. The ability of social media to elicit immediate feedback has made social media veritable tools in the hands of public relations practitioners in counselling school management on corporate policies. This study explores the pattern of social media usage by public relations practitioners. It shows the level of impact made with the use of social media in public relations practice in influencing management on corporate policies. The study was guided by diffusion of innovation theory and system theory. Diffusion of innovation theory offers a solid and replicable framework for the process of moving an innovation through a social system over time. System theory deals with the interactivity that exist in an organisation as a social system. Using the descriptive design, questionnaire was administered on 170 purposively selected public relations practitioners in some selected institutions of higher learning across the country but only 120 responded. Findings show that public relations practitioners use social media in influencing top school management on corporate policies. This is evident as all the respondents affirmed that they use social media such as WhatsApp, Facebook, Twitter, Youtube, Instagram, among others to inform and influence top school management on corporate policies. The study concludes that social media are potent tools in influencing school’s policy formulation and implementation. The study recommends that institutions of higher learning should formulate and implement productive ICT policies and public relations practitioners should be trained regularly on the use of social media with a consequent expectation of migrating from the analogue to digital culture.

scholarly journals The Use of Social Media in Public Relations at Non-Governmental Organisations in South Africa

2018 ◽  
Vol 10 (6) ◽  
pp. 150
Author(s):  
G. Nchabeleng ◽  
CJ. Botha ◽  
CA Bisschoff
Keyword(s):  
South Africa ◽  
Social Media ◽  
Public Relations ◽  
Social Networking ◽  
Social Networking Sites ◽  
Instant Messaging ◽  
Public Relations Practitioners ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Way

Social media can be a useful tool in public relations in non-governmental organisations (NGOs), but do NGOs make use of social media in their quest for service delivery in South Africa? Social networking sites, blogging, email, instant messaging, and online journals are some of the technological changes that changed the way interaction between people and how they gather information. Although social media is mainly used for interactive dialogue and social interaction, the private sector soon realised that the web-based technologies (especially Facebook and Twitter) could also be a competitive business tool. Non-governmental organisations (NGOs) soon followed suit however at a slower pace than the general communication growth rate of social media in South Africa. This article examines if social networking sites have any impact on public relations practices of NGOs in South Africa – an environment where both customers and employees still struggle to take full advantage of social media. The critical literature findings increase the understanding of the current and future challenges of social media use in public relations at NGOs in South Africa. The study explores the main differences between traditional and social media, how social media is redefining public relations role, and shed some light on defining public relations practices, identify the uses, limitations and benefits of social media by public relations practitioners in NGOs. Recommendations for future communication research are given. Based on the literature, a qualitative research design collected data using semi-structured, individual interviews. The results revealed that social media platforms such as Facebook do have an effect, and even changed the way in which NGOs communicate. The study also revealed that social media certainly has an impact on public relations relationships. This means that it has become crucial that public relations practitioners at NOGs embrace and take advantage of social media, and that they should also invest in proper electronic platforms to reap the benefits of improved communication internally and externally.

Using Stewardship to Cultivate Fandom Online: Comparing How National Football League Teams Use Their Web Sites and Facebook to Engage Their Fans

2011 ◽  
Vol 4 (2) ◽  
pp. 163-177 ◽  
Author(s):  
Richard D. Waters ◽  
Kimberly A. Burke ◽  
Zachary H. Jackson ◽  
Jamie D. Buning
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Web Sites ◽  
National Football League ◽  
Strategic Communication ◽  
Relationship Building ◽  
Public Relations Practitioners ◽  
Sports Communication ◽  
Use Of Social Media

Social-media consultants and strategic communication firms have promoted the use of social media by organizations because of their supposed advantages for developing relationships and online communities around the brand. However, critics have challenged these supportive voices because of organizations’ limited control over the sites’ design and the lack of demonstrated return on investment for social-media endeavors. Using the 26 National Football League (NFL) teams with an official Facebook presence, this study compares how public relations practitioners use the NFL teams’ Web sites and Facebook pages to cultivate relationships with fans using stewardship strategies promoted by public relations literature. Results indicate that the NFL teams overwhelmingly favor their own Web sites for relationship-building endeavors over Facebook for 27 of the study’s 33 measures. Explanations for the divergence from consultants’ advice are discussed and grounded in new-media and sports communication research from various scholarly perspectives.

scholarly journals Use of Social Media by Hospitals and Clinics in Japan: Descriptive Study

10.2196/18666 ◽  
2020 ◽  
Vol 8 (11) ◽  
pp. e18666
Author(s):  
Yuya Sugawara ◽  
Masayasu Murakami ◽  
Hiroto Narimatsu
Keyword(s):  
Social Media ◽  
Health Promotion ◽  
Public Relations ◽  
Descriptive Study ◽  
The United States ◽  
Media Content ◽  
Media Usage ◽  
Medical Institutions ◽  
News Announcements ◽  
Use Of Social Media

Background The use of social media by hospitals has become widespread in the United States and Western European countries. However, in Japan, the extent to which hospitals and clinics use social media is unknown. Furthermore, recent revisions to the Medical Care Act may subject social media content to regulation. Objective The purpose of this study was to examine social media use in Japanese hospitals and clinics. We investigated the adoption of social media, analyzed social media content, and compared content with medical advertising guidelines. Methods We randomly sampled 300 hospitals and 300 clinics from a list of medical institutions that was compiled by the Ministry of Health, Labour and Welfare. We performed web and social media (Facebook and Twitter) searches using the hospital and clinic names to determine whether they had social media accounts. We collected Facebook posts and Twitter tweets and categorized them based on their content (eg, health promotion, participation in academic meetings and publications, public relations or news announcements, and recruitment). We compared the collected content with medical advertising guidelines. Results We found that 26.0% (78/300) of the hospitals and 7.7% (23/300) of the clinics used Facebook, Twitter, or both. Public relations or news announcements accounted for 53.99% (724/1341) of the Facebook posts by hospitals and 58.4% (122/209) of the Facebook posts by clinics. In hospitals, 16/1341 (1.19%) Facebook posts and 6/574 (1.0%) tweets and in clinics, 8/209 (3.8%) Facebook posts and 15/330 (4.5%) tweets could conflict medical advertising guidelines. Conclusions Fewer hospitals and clinics in Japan use social media as compared to other countries. Social media were mainly used for public relations. Some content disseminated by medical institutions could conflict with medical advertising guidelines. This study may serve as a reference for medical institutions to guide social media usage and may help improve medical website advertising in Japan.

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