A survey of social media use, motivation and leadership among public relations practitioners

2011 ◽  
Vol 37 (4) ◽  
pp. 425-428 ◽  
Author(s):  
Kaye D. Sweetser ◽  
Tom Kelleher
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Social Media Use ◽  
Public Relations Practitioners

Guiding the conversation

2018 ◽  
Vol 23 (3) ◽  
pp. 423-437 ◽  
Author(s):  
Justin Walden
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Social Media Use ◽  
Content Type ◽  
Public Relations Practitioners ◽  
Frontline Workers ◽  
The Usa ◽  
Normative Expectations ◽  
Depth Interviews

Purpose The purpose of this paper is to investigate how public relations practitioners view their role in guiding their organizations’ frontline (nonnominated) employees’ social media use and the tensions that organizations must navigate when they interact with their employees online. Design/methodology/approach This study utilizes in-depth interviews with 24 PR practitioners in the USA. Data were analyzed via grounded theory’s approach to open, axial, and select coding. Findings PR practitioners engage in three activities to guide employees’ social media use: serving as a reactive-technical resource; supporting employee communities; and responding to incidental monitoring of social media posts. Research limitations/implications The study extends stakeholder theory by describing the normative expectations that are placed on employees when it comes to discussing the organization online. Practical implications Recommendations are offered for PR practitioners regarding the boundary-respecting management of nonnominated employees’ social media use. Social implications Findings point to a greater understanding about frontline workers’ roles in supporting their organizations and the need for organizations to carefully explain social media policies. Originality/value Scholars have not fully explored the challenges that firms face when they seek to influence employees’ personal social networking activities. There is new insight about the ways in which organization can ethically engage with employees in digitally mediated spaces.

scholarly journals What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

2021 ◽  
Author(s):  
Annabel Lee
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Small Body ◽  
Relationship Building ◽  
Social Media Use ◽  
Symmetrical Model ◽  
Dialogic Theory ◽  
Reply Function

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.

All about that tweet: student perceptions of professors’ social media use in the classroom

2016 ◽  
Vol 10 (2) ◽  
pp. 124-136 ◽  
Author(s):  
Patrick Merle ◽  
Karen Freberg
Keyword(s):  
Social Media ◽  
Best Practices ◽  
Public Relations ◽  
Student Perceptions ◽  
Design Methodology ◽  
Media Use ◽  
Social Media Use ◽  
Content Type ◽  
Use Of Social Media ◽  
Practical Implications

Purpose The purpose of this study is to explore whether public relations professors’ presence on social media and the inclusion of a social media assignment influence students’ perceptions of a course. Design/methodology/approach The experimental portion of this investigation consisted of a 2 (the presence or absence of a professor’s social media accounts) × 2 (the presence or absence of a social media assignment) factorial design resulting in four conditions. Findings The presence of a social media assignment positively influences students’ intent to register for a public relations course. Research limitations/implications The manipulation of a professor’s social media use and the inclusion of a social media assignment might have been too subtle. A more explicit scenario might elicit more reactions from the participants. Practical implications This study discussed key findings and best practices for professors who may want to use social media and the use of social media assignments in the classroom. Originality/value This experimental investigation emerged from a distinct need to understand whether university students expect their professors to engage in social media activities.

scholarly journals What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

2021 ◽  
Author(s):  
Annabel Lee
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Small Body ◽  
Relationship Building ◽  
Social Media Use ◽  
Symmetrical Model ◽  
Dialogic Theory ◽  
Reply Function

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.

Sign in / Sign up

Export Citation Format

Share Document