Role

In: Philosophy and Psychology

Submitted By meari
Words 1562
Pages 7
The Role of Social Media In Public Relations
Technology in this age is putting a spin on how an organization establishes and cultivates an ongoing mutually beneficial relationship with its publics. Social media is an evolving, ever present catalyst in the communication realm of public relations. Public Relations in its earliest years, the era of Antiquity, acknowledged the importance of public opinion, but their scope was limited to an arm's reach of their publics. Social media has become both a window and a bridge to the public relations practitioners', by enabling them to interconnect the internal objectives of the organization with the constant changing externalities.

In the arena of public relations, an array of hats is essential to effectively carry the overall message of an organization into a stage of visible outcome. An organization's public relations department amongst many other tasks must build awareness, research and analyze public attitudes and perceptions, strategize, and implement crisis plans. Social media provides a way for organizations to do these things on a scale not known in earlier times when messages had to first bypass the filter of the media "gatekeepers". As stated by Rupert Murdoch, "Technology is shifting the power away from the editors, the publishers, the establishment, and the media elite. Now it's the people who are in control" (p. 1).

Social media as defined by Wikipedia is "an umbrella term for the various activities that integrate technology, and social interaction" (p. 1). This includes internet forums, weblogs, social blogs, wikis, podcasts, pictures, and videos. Forrester, The Growth of Social Technology Adoption estimated in 2008, that 3 out of 4 Americans use social technology. It is this type of growth that makes it an inevitable, essential tool in creating a survivable existence.

In the world of public relations,…...

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