Examining Social and Emerging Media Use in Public Relations Practice: A Ten-Year Longitudinal Analysis
This article reports on a ten-year longitudinal analysis studying how social and other emerging media technologies are bringing dramatic changes to how public relations is practiced. The major finding in the 2015 study involves a very close race between Facebook and Twitter as the social or emerg...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Insitute for Public Relations
2015-07-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/2015v09n02WrightHinson.pdf |
| Summary: | This article reports on a ten-year longitudinal analysis studying how social and other
emerging media technologies are bringing dramatic changes to how public relations is
practiced. The major finding in the 2015 study involves a very close race between
Facebook and Twitter as the social or emerging media used the most in public relations
practice. Although Twitter narrowly replacing Facebook for the first time in 2014 as the
most frequently accessed new medium for public relations activities, Facebook narrowly
regained the lead in 2015. LinkedIn and You Tube were the next most frequently used
sites. Findings show those who practice public relations continue to agree strongly that
social and other emerging media are changing the way public relations is practiced.
This impact continues to be much more pronounced for external than internal
audiences. |
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| ISSN: | 1942-4604 1942-4604 |