The impact of social media on public relations practice Research Paper

The move of social media on public relations practice - Research Paper ExampleIntroduction thither has been a significant transfigure in the media landscape during the past couple of decades particularly due to the orgasm of social media which has singlehandedly revolutionized the concept of communication. The world of media and communications has taken giant strides towards development from its humble beginnings dominated mostly by print media and radio broadcasts to the use of state-of-the art technological gadgets such as tablets, iPhones, digital recorders, and meshing changed tools such as social networking services including blogs, webcasts, video blogs, YouTube and the likes (Breakenridge, 2008 Busy, 2004). Considering the vast outreach of technology and the unlimited access it offers, the scatter between the public and the marketers has narrowed significantly. It would not be a far cry to claim that the genesis of this era travels with technology in their pockets, th us enabling the public relations practitioners to smoothly and effectively stomach their messages to the targeted audiences, at a mere click of a button (Hazelton, Harrison-Rexrode, & Keenan, 2007). The revolutionary changes in the field of technology has also completely changed the manner in which the average consumers connect, access, interpret, and use the information made available to them. The change in the social media landscape has triggered off simultaneous changes in the practice of public relations as is evident from the growing amount of literature substantiating the claim. As these fields grow and evolve in response to the changes in the technology, the delivery of strategic information to the public is likely to change as soundly (Kelleher, 2009 Macnamara, 2010). 1.1. Definitions This section offers definition to key terms employ in the paper, which includes earth relations and friendly media. Public Relations The term public relation is defined differently by dif ferent authors. In public terms it is used to describe the management functions performed by a group of professionals with a pre-defined outcome in mind. The lease Institute of Public Relations (UK) has defined the term as the planned and sustained effort to confirm and maintain goodwill and mutual understanding between an organization and its publics (qtd. in Watson & Noble, 2007 6) Griswold defines public relations as the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of meet to earn public understanding and acceptance (qtd. in Heath & Vasquez, 2001 192). The Public Relations Society of the States (1999) states that Public relations helps an organization and its publics adapt mutually to each other (qtd. in Health & Vasquez, 2001 192). Social Media According to Jue, Marr, & Kassotakis (2009 4) the term social media refers to the many rela tively inexpensive and widely accessible electronic tools that enable anyone to publish and access information, collaborate on a common effort, or build relationships. 1.2. Key objectives of the field of battle The fundamental objectives underlying this research study are listed below To identify various social media tools used by public relations practitioners and assess the manner in which such tools are used to ensure the perceptions of the target consumers To examine and understand the manner in and extent to which the development and introduction of social media tools