An Updated Examination of Social and Emerging Media Use in Public Relations Practice: A Longitudinal Analysis Between 2006 and 2013

• Main Authors: Donald K. Wright, Michelle Drifka Hinson
• Format: Article
• Language: English
• Published: Insitute for Public Relations 2013-09-01
• Series: Public Relations Journal
• Online Access: https://prjournal.instituteforpr.org/wp-content/uploads/2013_WrightHinson_2013.pdf
• ISSN: 1942-4604; 1942-4604

Results of our eighth annual survey measuring how social and other emerging media are being used in public relations practice found the use of these new media has continued to increase each year providing unique opportunities not only for those who practice public relations but also for a wide variety of strategic publics who have been given dynamic new communication vehicles many are using effectively with a variety of internal and external strategic audiences. Respondents to our annual surveys firmly believe these new media have enhanced public relations practice, especially as it pertains to external audiences1 . Results also suggest those who practice public relations believe social and other emerging media continue to improve in terms of accuracy, credibility, honesty, trust and truth telling. They also think these new media effectively serve as a watchdog for traditional news media, impacting corporate and organizational transparency and advocating a transparent and ethical culture. The time public relations people spend with blogs and other social media during an average workday continues to increase with 35 percent of our 2013 respondents spending at least 25 percent of their average workday with these new media while 15 percent devote more than half of their working time to activities involving these new media. As was the case in previous years, respondents continue to consider social networks – especially Facebook and Linkedin – the most important social media in the overall communication and public relations efforts of their organizations (or their client’s organizations) followed (in this order) by micro-blogging sites such as Twitter, search engine marketing, video sharing sites such as YouTube, blogs, electronic forums and podcasts. When asked how frequently this year’s subjects accessed social networking, micro-blogging and video sharing sites on-the-job while working in public relations, Facebook topped the list followed by Twitter, YouTube and Linkedin.