scholarly journals Menakar Hubungan Organisasi dan Publik di Media Baru (Analisis Isi Corporate Tweets Industri Perbankan, Otomotif, dan Telekomunikasi)

2020 ◽  
Vol 1 (1) ◽  
pp. 78
Author(s):  
Syaifa Tania
Keyword(s):  
Public Relations ◽  
Online Public Relations

Popularitas penggunaan media sosial baik di kalangan masyarakat maupun pelaku industri telah membawa warna baru dalam dinamika praktik komunikasi antara organisasi dan publik. Proses komunikasi yang bersifat egaliter, langsung, dan dialogis mendorong lahirnya optimisme sebagian kalangan yang meyakini bahwa media sosial mampu mewujudkan hubungan yang setara dan harmonis antara organisasi dan publik. Meskipun demikian, premis tersebut merupakan gagasan yang utopis. Penelitian ini berupaya menakar hubungan organisasi dan publik yang tercermin melalui diskusi dalam corporate tweet akun Twitter perusahaan di bidang industri telekomunikasi, otomotif, dan perbankan sepanjang periode 21 Juli-3 Agustus 2014. Periode tersebut merupakan rentang dengan tingkat interaksi tertinggi di akun corporate Twitter organisasi. Hasil penelitian mengonfirmasi utopi atas gagasan di atas. Aktualisasi praktik online public relations yang diyakini mampu memfasilitasi ruang dialogis antara organisasi dan publik di media sosial tidak terwujud. Hubungan antara organisasi dan publik tidak setara dan cenderung bersifat transaksional. Secara umum, penelitian ini menunjukkan bahwa media baru tidak mengubah cara organisasi berkomunikasi dengan publik.

Mobile Public Relations Strategies

2011 ◽  
pp. 805-810
Author(s):  
Chris Galloway
Keyword(s):  
Public Relations ◽  
Web Sites ◽  
Geographic Location ◽  
Online Discussions ◽  
Mobile Technologies ◽  
Motor Vehicles ◽  
Building Relationships ◽  
Media Messages ◽  
Online Public Relations ◽  
Corporate Web Sites

Public relations is about the “ethical and strategic management of communication and relationships” (Johnston & Zawawi, 2004, p. 6) with individuals and groups (“publics”) important to an organization. At one time such publics could safely be thought of in relatively static terms such as geographic location. This is, of course, still possible—but such fixed categories are of diminishing importance when it comes to building relationships with modern publics and communicating organizational messages to them. Even the motor vehicles that facilitate physical movement are becoming “smarter” and converging with technologies such as mobile telephony, personal entertainment systems and handheld computing (Sherry & Urry, 2000, as cited in Sheller, 2002). This article aims to explore the idea that mobile technologies mean PR practitioners must rethink both the notion of publics and also how to relate to them. A “mobile PR” will undermine taken-for-granted views about the nature of media, messages, and the kinds of relationships public relations people can expect to create on behalf of their clients. Many practitioners are still getting to grips with the online public relations they have known—through activities such as arranging the building of corporate Web sites, monitoring online discussions relevant to client interests and both disseminating company information online and responding to inquiries about it. The idea of an even more flexible communications environment enabled by mobile technologies may seem very daunting. No-one has so far worked out how to “do” PR in this new communications climate—there are no prescriptions or generally accepted approaches. Yet if practitioners do not confront the dilemma of how to reach mobile audiences they risk becoming irrelevant to many clients who must communicate in the mobile space or face unacceptable decay in their business.

Mobile Public Relations Strategies

2009 ◽  
pp. 240-247
Author(s):  
Chris Galloway
Keyword(s):  
Public Relations ◽  
Web Sites ◽  
Geographic Location ◽  
Online Discussions ◽  
Mobile Technologies ◽  
Motor Vehicles ◽  
Building Relationships ◽  
Media Messages ◽  
Online Public Relations ◽  
Corporate Web Sites

Public relations is about the “ethical and strategic management of communication and relationships” (Johnston & Zawawi, 2004, p. 6) with individuals and groups (“publics”) important to an organization. At one time such publics could safely be thought of in relatively static terms such as geographic location. This is, of course, still possible—but such fixed categories are of diminishing importance when it comes to building relationships with modern publics and communicating organizational messages to them. Even the motor vehicles that facilitate physical movement are becoming “smarter” and converging with technologies such as mobile telephony, personal entertainment systems and handheld computing (Sherry & Urry, 2000, as cited in Sheller, 2002). This article aims to explore the idea that mobile technologies mean PR practitioners must rethink both the notion of publics and also how to relate to them. A “mobile PR” will undermine takenfor- granted views about the nature of media, messages, and the kinds of relationships public relations people can expect to create on behalf of their clients. Many practitioners are still getting to grips with the online public relations they have known—through activities such as arranging the building of corporate Web sites, monitoring online discussions relevant to client interests and both disseminating company information online and responding to inquiries about it. The idea of an even more flexible communications environment enabled by mobile technologies may seem very daunting. No-one has so far worked out how to “do” PR in this new communications climate— there are no prescriptions or generally accepted approaches. Yet if practitioners do not confront the dilemma of how to reach mobile audiences they risk becoming irrelevant to many clients who must communicate in the mobile space or face unacceptable decay in their business.

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