دانلود رایگان مقاله لاتین روابط عمومی و رسانه اجتماعی از سایت الزویر
عنوان فارسی مقاله:
رسانه های اجتماعی برای روابط عمومی: درس از چهار مورد موثر
عنوان انگلیسی مقاله:
Social media for public relations: Lessons from four effective cases
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
2. Literature review
It is increasingly evident that new and social media have reshaped the practice of public relations. DiStaso and McCorkindale (2012, p. 76), for example, suggest that, “The importance of social media to the field of public relations cannot be underscored, and is essential for the operations of many organizations”. Valentini and Kruckeberg (2012, p. 11) argue that, “social media must be at the heart of public relations activities because social media can enhance organizationrelationships by increasing and improving community relations.” Moreover, Valentini (2014), Wright and Hinson (2012) and Shin, Carithers, Lee, Graham, and Hendricks (2013), have found that there is a pervasive discourse in the public relations literature that the use of social media in PR has positive consequences. For instance, the extended use of social media may lead to higher levels of engagement and positive behavioral impact (Paek, Hove, Jung, & Cole, 2013). Smith (2013) argues that social media enables the development of the relationship between marketing and public relations by enabling a greater capacity of interaction and relationship cultivation. Perhaps, more importantly, the literature also suggests that social media and public relations exist in a natural symbiosis with respect to what we will discuss, below, as engagement. Here we refer to the strongly held belief that both social media and PR exist to foster relationships with, and to promote interaction between, members of a target audience and the firm, and among members of the target audience. For example, Valentini and Kruckeberg (2012, p. 6) write that, “definitions of social media focus upon the behaviors and interactions that are established among individuals, that is, for what individuals use social media. . . social media do not exist without users.” Valentini and Kruckeberg (2012, p. 8) claim that, “Participation and collaboration should be the mantra of online public relations in social media environments.” Moreover, Valentini and Kruckeberg (2012, p. 8) go on to describe participation and collaboration in terms of engagement: “Social media and social network sites should be conceptualized as online social environments that enable people to engage in relationships of a different nature for example, professional, personal, and spiritual ones.” The engagement of users has become an essential component in social media campaigns that strategic communication specialists need to pay attention to (Paek et al., 2013; Bronner & Neijens, 2006). This is not to say that social media do not have their doubters: Barlett and Barlett (2012, pp. 13–14) have argued that “Whereas social media have built legitimacy alongside traditional media, the ways they impact publics are less clear.” One aspect of communications campaigns rarely examined in relationship to public relations is creativity. Green (2010, p. 6) defines creativity as a, “process that results in novelty, which is accepted as useful, tenable or satisfying by a significant group of others at some point in time.” Green goes on to write that, By ‘significant group’ of others’ he [Morris] means those who have influence or power to determine what is recognized as of value in a group. In a public relations context, ‘significant others’ could be defined as fellow practitioners, or users and consumers of our product or service, such as journalists and clients (p. 6). While the use of technology is widespread in public relations, it should not be seen as either a substitute for either the creative execution of strategy or the production of content. Indeed, Green (2010, p. 141) warns that “Creative thinking in using social media should be focused on its content rather than its technology.” While we agree with Green’s assertion that the focus of any use of social media in a PR campaign should be on content, we would also note that, increasingly, the development of PR strategies and the creative design, development and deployment of PR content must take into account the communications technologies through which this content is delivered. We discuss this point further, below.
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کلمات کلیدی:
6 Ways Social Media Has Changed Public Relations - Cision www.cision.com/us/2014/09/6-ways-social-media-changed-public-relations/ Sep 8, 2014 - On a visceral level, most people understand that social media has changed the public relations discipline significantly. Maybe you have been in ... 5 Ways Social Media has Changed Public Relations - 5WPR www.5wpr.com/new/social-media-public-relations/ Oct 6, 2016 - October 6, 2016 - Over the past decade, the field of public relations has undergone a lot of changes. Many different aspects of technology and ... Social Media for PR: Five Creative and Effective Examples https://maximizesocialbusiness.com/social-media-pr-5-creative-effective-examples-24... Jan 23, 2017 - Is your business using social media for PR? Are you effective? Here are 5 PR campaigns that won the internet for non-profits. Why Social Media Is the Perfect PR Channel – Adweek www.adweek.com/.../adam-snyder-ketchum-guest-post-why-social-media-is-the-perfe... Jun 15, 2016 - Why Social Media Is the Perfect PR Channel. The shift will come with a fair amount of tension as it takes place, but regardless of how much ... Searches related to Social media for public relations what is the role of social media in public relations public relations social media strategy how social media has changed public relations impact of social media on public relations social media and public relations pdf public relations and social media case study social media public relations campaign social media public relations jobs
