Friday, May 20, 2016




By Charles kulwa n reg no 42688

Social media and the evolution of corporate communication

The social media revolution has had a resounding impact on the public relation industry, it offers new opportunities and new requirement for successful public relation practices. The pressing need for social media expertise in public relation has led to the creation of new careers, and practioners must be aware of how social media marketing can be used for corporate communications. Social media marketing is an extremely effective tool for the public relations industry, as it offers new channels for the necessary communication between an organization and its publics, and new opportunities for this channel to be meaningful and mutually beneficial

As public relations have most widely adopted social media marketing techniques, the aspects of the traditional RACE formula have evolved. While the basic principle are the same, social media tools offer practitioners new ways to implement the traditional elements of public relation practices, research is crucial stage in the development of public relations campaign or program, and  social media offers new opportunities for research to be conducted. survey distribution and reception can be greatly aided through the use of social media, and as an alternative to traditional research methods like focus group testing, public relations practitioners have the opportunity to witness the conversations stakeholder are already having and implement the findings into campaigns

Public relation campaigns in the social media age have to adapt and become much flexible. The perceptions of stakeholder must constantly be taken into account in the development of campaigns, and if perceptions change during the process, the campaign needs to be altered to accommodate those changes. The actual communication of a public relations campaign or program has a myriad of options for distribution. Public relations are no longer about inundating news rooms with news release and media alerts. While traditional media still matters, practitioners need to know how to design their message for new audiences.

Social media offers opportunities for interactive news release that can be pitched on the web, to bloggers, rather than journalist. Evaluation has changed as well, with social media tools offering new opportunities for measuring the effectiveness communications. The success of  a public relations campaign or program is no longer measured solely by the weight of newspapers clippings it achieved, but by the number of blog posts, conversation, comments, re-tweets, bookmarks, etc. that it garnered online

Social media marketing is a powerful tool that lends itself very well to the adoption of hurt and Grunigs ideal model of public relations- two ways symmetrical. Public relations practices based on one way output or manipulation of the truth cannot survive in the social media age. Public relations has changed, and is changing still, emphasizing practices that are more aligned with the ideals of the industry. Simply put, public relations revolve around the public. If social media is utilized to full potential for corporate communication, the industry has an opportunity to strive for its ideal, and through transparent, honest practice, implement successful campaigns and reverse negative stereotype

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