The impact of social media on public relations practice

 The impact of social media on public relations practice Research Paper example
Research Paper
Journalism & Communication
Pages 20 (5020 words)
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The impact of social media on public relations practice Contents Sr. # Topic Pg. # 1. Introduction 2 1.1. Definitions 4 1.2. Key objectives of the study 4 2. Literature review 5 2.1. The relationship between PR, social media, and the concept of media relations 6 2.2.


Introduction There has been a significant change in the media landscape during the past couple of decades particularly due to the advent 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 largely by print media and radio broadcasts to the use of state-of-the art technological gadgets such as tablets, iPhones, digital recorders, and web enabled 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 gap between the public and the marketers has narrowed significantly. It would not be a far cry to claim that the generation of this era travels with technology in their pockets, thus enabling the public relations practitioners to smoothly and effectively deliver 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. ...
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