PRO 285 : Public Relations in Society - Murdoch University
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Murdoch University
Added on 2019-10-31
PRO 285 : Public Relations in Society - Murdoch University
Murdoch University
Added on 2019-10-31
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Running head: PUBLIC RELATIONSPublic Relations Name of the Student Name of the University Author note
1PUBLIC RELATIONSIntroductionIncreased usage of social media has impacted a wide range of customers all over theworld and eventually caused the adaption of social media as a major tool for several publicrelation professionals all over the world. Social media has also become a major force within themodern culture that acts as a key driver and has been successfully embedded deep within themarketing strategy of almost every business now1. As social media has turned into a new way ofcommunication which is developing in a fast pace, therefore it is important to analyze theimpacts on social media on the public relations and how it had shaped the new age publicrelations communication. This essay has triggered this issue and will discuss the possible impactsof social media on the new age public relations. DiscussionMost people think of twitter and facebook while they think of social media, however it isimportant to note that social media is not only consisted of these two social networking sites, butthe online forums, blogs, podcasts, message boards, video sharing, search engine marketing,wikis are also included. As indicated by several researchers social networking sites now haveturned into a significant platform for generating and sharing any kind of content as more thanhalf of the internet users have joined at least a single social media platform2. Also, there are more1Houston, J. Brian, Joshua Hawthorne, Mildred F. Perreault, Eun Hae Park, Marlo Goldstein Hode, Michael R.Halliwell, Sarah E. Turner McGowen et al. "Social media and disasters: a functional framework for social media usein disaster planning, response, and research."Disasters39, no. 1 (2015): 1-22.2Westerman, David, Patric R. Spence, and Brandon Van Der Heide. "Social media as information source: Recencyof updates and credibility of information."Journal of Computer‐Mediated Communication19, no. 2 (2014): 171-183.
2PUBLIC RELATIONSpeople who are being active with more than one social media platform which has undermined therise of social media and what exactly is encapsulated by the very term. According to a recentresearch, within the communication world, a recent trend has been seen of moving dramaticallyfollowing the digital direction, therefore people, who are being able to comprehend thetransformation, have started communicating in a more effective way. For instance, blogs havebeen very much popular as it gives a sense of independence to the writers and no editor or mediacensoring is done here3. Therefore a large number of people are now utilizing blogs forpositioning themselves to a higher place in others’ eye as there are several people who are usingthese blogs for gathering more information. Previously, the public relations professionals werethe sole medium for generating the contents and sharing it to the media for being published.However, in recent times, the professionals still generate the contents by themselves, but theycan publish such contents by themselves through social networking sites, blogs and any otheronline outlets. It is also easier for the public relations professionals to reach the generalpopulation, talk to them and get their feedback, therefore act accordingly. For example, if a random customer has posted or tweeted something bad regarding acompany’s product, the public relations professionals of the company can view such reviews,respond to them immediately and ensure that the customer does not keep the same opinion aboutthe company by providing a suitable service to them. Unlike the other conventional mediaoutlets, social media tend to provide the writers and the bloggers a two-way experience wherethey can interact and converse with the audience. This open exchange of thoughts and opinionsWesterman, David, Patric R. Spence, and Brandon Van Der Heide. "Social media as information source: Recency ofupdates and credibility of information."Journal of Computer‐Mediated Communication19, no. 2 (2014): 171-183.3Franklin, B. and Parton, N. eds., 2014.Social Work, the Media and Public Relations (Routledge Revivals). CRCPress
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