Analysis of Social Media in Public Relations

The provided document is a solved assignment that delves into the significance of social media in public relations. It draws from five articles to examine the effects of social media on interactions between citizens and government agencies, and how it can be utilized for effective communication and relationship-building. The analysis highlights the benefits of social media in improving relationships, facilitating dialogue, and promoting participation. It also discusses the importance of understanding public needs and expectations to develop harmonious relationships with them. The assignment concludes that social media has revolutionized interpersonal communication and relationship practices, presenting opportunities for organizations to maintain better relations with their audience.

Annotated Bibliography for proposed
dissertation

Table of Contents
ANNOTATED BIBLIOGRAPHY..................................................................................................1
.........................................................................................................................................................4

ANNOTATED BIBLIOGRAPHY
Topic: Role of social media in boosting effectiveness of public relation.
1) Mergel, I., 2012. The social media innovation challenge in the public sector. Information
Polity. 17(3, 4). pp.281-292.
This article explains about the social media challenges in public sector. Use of
applications of social media has been accepted by government of United States. Day to day
tactics and different social media related strategies have been adopted in all over the world as
part of the initiatives of local government. Social media is being used as effective channels of
communication with diverse stakeholders of government has enhanced the federal departments
as well as agencies of United States. Under this, government encouraged use of innovative
technologies for an instance social computing, collaboration platforms and social media. In
Public sector use of social media applications has developed the more expectations for the new
transparency forms, accountability and publicness of the published information that is more
challenging static information of government as well as education paradigm. The social media is
helpful in make the better public relations with the stakeholders of an institution. Under this,
social media is helpful in connecting people with each other. Government have been work on
adopting the social media in order to communicate with the citizens and facilitate ideal relations.
The local government make some efforts to use the social media to give the services and also
communicate with the users. With the help of using the different social media tools, citizens and
government both can interact consistently with each other through Facebook and Twitter.
2) Freberg, K., 2012. Intention to comply with crisis messages communicated via social
media. Public Relations Review. 38(3). pp.416-421.
This article discusses about intention to comply with the crisis messages communicated
with the social media. Purpose of this article is to collect the counterarguments and arguments
regarding better use of different kinds of social media that a company can use in period of crisis
preparedness, recovery and response. Social media is an effective tool to convey data and
information to public. With the help of using social media, company can share its issues related
to business to public. There are different types of social media such as Facebook, twitter etc.
which plays a necessary role and reach information of company to people. In crisis, it is difficult
to plan response as well as share information. It will develop impact on minimising reputation of
1

company and result in poor interaction with public. Company use an effective way to deal with
the crisis. In context to this, portraying positive reputation and also maintain the better goodwill
is more necessary party of the long term planning. Necessary strategy in managing crisis is use
of different kinds of social media in context to interact with public to convey the existing
information regarding crisis or problems in an easy or fast way so that it leads to facilitation of
ideal relations with consumers.
3) Kent, M.L., 2013. Using social media dialogically: Public relations role in reviving
democracy. Public Relations Review. 39(4). pp.337-345.
According to this article, social media open the new opportunities, possibilities and also
increased several questions for the practitioners of public relation. Under this, firms
communicate with the people by different online channels. The online platforms provide better
opportunities for business in two- way interaction to enhance engagement with the public. Social
media helps in maintaining public relations. It will develop the positive impact on activities and
operations of firm. With the help of various social media tools, company can communicate with
the public and attempt to fulfil their need and expectations. There is positive relationship among
the social media and public relation because through social media, company can communicate
with people in an easy manner. The main question arise that in age of the virtual encounters as
well as new technology, tool such as dialogue is viable of public relation. Social media plays a
necessary role in maintain the relationship among the companies and public. In addition to this,
social media is an easy and cheap way to reach at public and stakeholders with the firms
message. Use of social media helps in develop healthy relationship, enact socially and also solve
issues. Organisation use the social media for develop positive impact on public.
4) Agostino, D., 2013. Using social media to engage citizens: A study of Italian
municipalities. Public Relations Review. 39(3). pp.232-234.
Social media is a main channel of the online participation interaction and also the local
governments seizing opportunity to increase engagement of citizens in social affairs. The social
media can modify the communication among the citizens and government. Social media helps in
improving relationship between institutions and public. Use of social media is in employee
communication and crisis management significantly. It is positivity affect on perceptions of
professionals of increasing affect of use of the social media. It gives many opportunities for the
government agencies in context to developing relationships, develop better relationship depends
2

on dialogue, assure participation of public in the decision making also also execution. Taking the
benefits of opportunities which are given through social media in context to relationship made
among the public and government agencies on proper participation and interaction to support the
characteristics. It is necessary for firms determine the needs as well as expectations of people in
order to develop the harmonious relationship with them. In this, public relation as strategic
management function focus on developing. Managing and maintaining relationship company the
public and companies with the various characteristics.
5) Valentini, C., 2015. Is using social media “good” for the public relations profession? A
critical reflection. Public Relations Review. 41(2). pp.170-177.
Under this, there is an argument that the social media does not represent the opportunities
for firms and persons. Effects and social media measurement on the behaviour of public are skill
underdeveloped and also provide the benefits fort companies. Social media is regarded as cheap,
interactive and fast channel of communication in order to reach at the targeted audience. In
context to the public relation, social media permit for the asynchronic conversations and also
sharing the user- generated material. The social media gained specific relevance in an area of the
public relation. The good public relation develop the positive affect on reputation of company.
On the basis of this article, social media contribute to main change in the interpersonal
communication and relationship practices of people. Organisations use the social media for
communicating with the people and maintain with them better relations. Technologies are
changing the behaviour of public and professionals will able to assess nature of actions of social
media so that company is able to be responsible and provide ethical advice. In addition to this, it
is helpful in secure the organisation and maintain the public relation. It is helpful in provide the
competitive advantage to business.
3

4